“面相之谜”活动中的品牌独占性、隐私性与奢华感

Q4 Business, Management and Accounting

South Asian Journal of Business and Management Cases Pub Date : 2022-08-01 DOI:10.1177/22779779221102197

Phala Pang

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引用次数: 0

摘要

本研究分析了貌相神秘的排他性和隐私的重要性，这是一个娱乐和艺术领域的私人社区(俱乐部)。通过对选定成员的简短访谈，本案例展示了客户对这些核心价值观的依恋如何构建一个可感知的奢侈品品牌，从而增加最终客户体验的看法。强烈的情感依恋，社区归属感和信任感反映了参与者的独特体验，而局外人可能会特别逊色。最终表明，会员在各个运营环节的共同发展和直接参与，最终可能创造一个具有奢侈品本质的品牌社区，满足被选中的会员对明显传统服务的私人、标志性体验的需求。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Brand Exclusivity, Privacy and the Perception of Luxury in the ‘Physiognomy Mystery’ Events

This study analyses the importance of exclusivity and privacy of Physiognomy Mystery, a private community (club) in the entertainment and arts sector. Through short interviews with selected members, the case presents customer perceptions on how the attachment to these core values could construct a brand of perceived luxury, increasing the final customer experience. A strong emotional attachment, the sense of community belonging and trust reflect a unique experience for the participants that could be exceptionally inferior for outsiders. It is finally shown that the co-development and immediate involvement of members on every operational aspect may finally create a brand community with the essence of luxury, fulfilling the demand of the selected members for private, iconic experiences on apparently conventional services.

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来源期刊

South Asian Journal of Business and Management Cases Business, Management and Accounting-Management of Technology and Innovation

CiteScore

1.70

自引率

0.00%

发文量

期刊介绍： South Asian Journal of Business and Management Cases (SAJBMC) is a peer-reviewed, tri-annual journal of Birla Institute of Management Technology, Greater Noida (India). The journal aims to provide a space for high-quality original research or analytical cases, evidence-based case studies, comparative studies on industry sectors, products, and practical applications of management concepts. The journal likes to publish problem-solving, decisional and applied types of cases. Such cases must have linkage with theory, at least one dilemma (also known as case issue) and a protagonist around whom the case issue will revolve. Publication of pure research, applied research and field studies with empirical data do not fall under the domain of SAJBMC. Fictitious cases are not welcome.