MEN, BEAUTY AND SENSES – A SNAPSHOT OF THE EFFECTIVENESS OF SENSORY BRANDING IN THE JAPANESE MEN’S COSMETICS MARKET.

Caroline Suelin TAN

Makale detayları

MEN, BEAUTY AND SENSES – A SNAPSHOT OF THE EFFECTIVENESS OF SENSORY BRANDING IN THE JAPANESE MEN’S COSMETICS MARKET.

Yazarlar:

Caroline Suelin TAN

Yayıncı:

Yasar University

Dergi:

Journal of Yaşar University 2008 Vol.3 Issue 9, pp.1047-1060

Belge Tipi:

Makale

Yayın Tarihi:

5/2008

Belge Dili:

Türkçe

Document ID (Org No.):

2000692192

Sıklık:

Aylık

pISSN:

1305-970X

Özet:

 

This study delves into the application of sensory branding in Japanese men’s cosmetics (including skincare and color cosmetics) following the growing metrosexual market segment. A qualitative study was carried out to provide a generic snapshot of the application of sensory and emotional branding strategies in men’s cosmetics among Japanese male consumers; their perceptions, experiences and reasons that drove their consumption decisions. The study also reflected that consumerism can develop from popular (and traditional) culture. The findings indicated that sensory branding has not been fully exploited by men’s cosmetics, hence, there is plenty of room for corporations and brands to work on and develop strategies to fully capture the market.

Makale detayları

MEN, BEAUTY AND SENSES – A SNAPSHOT OF THE EFFECTIVENESS OF SENSORY BRANDING IN THE JAPANESE MEN’S COSMETICS MARKET.

Yazarlar: Caroline Suelin TAN

Yayıncı: Yasar University

Dergi: Journal of Yaşar University 2008 Vol.3 Issue 9, pp.1047-1060

Belge Tipi: Makale

Yayın Tarihi: 5/2008

Belge Dili: Türkçe

Document ID (Org No.): 2000692192

Sıklık: Aylık

pISSN: 1305-970X

Sayı

Yazarlar:

Caroline Suelin TAN

Yayıncı:

Yasar University

Dergi:

Journal of Yaşar University 2008 Vol.3 Issue 9, pp.1047-1060

Belge Tipi:

Makale

Yayın Tarihi:

5/2008

Belge Dili:

Türkçe

Document ID (Org No.):

2000692192

Sıklık:

Aylık

pISSN:

1305-970X