FRINK Linked Data Fragments server

Matches in SemOpenAlex for { <https://semopenalex.org/work/W4246934475> ?p ?o ?g. }

• W4246934475 abstract "As more companies become interested in global markets, it has become crucial for firms to create globalized brands whose positioning, advertising strategy, personality, looks, and feel are consistent across nations. The purpose of this study is to investigate the global branding strategy of the Hyundai Motor Company (hereafter HMC) in order to show how the company processes its branding strategy. HMC, one of the leading global companies in the automobile industry, set up its brand identity as “Modern premium”, in alignment with their new slogan “New Thinking New Possibilities”, in 2011. The aim of the “Modern premium” concept was to provide consumers with new experiences and values beyond their expectations. HMC wanted their consumers to think of their cars as not only a medium of transportation but as a life space, where they can share experiences alongside HMC. In an effort to conduct consumer research in 5 different nations, HMC selected “brilliant” as a key communication concept. The word “brilliant” expresses the functional, experiential, and emotional dimensions of HMC. HMC furthermore chose “live brilliant” as a key campaign message in order to reinforce their communication concept. After this decision, the “live brilliant” campaign was exhibited through major broadcast channels around the world. The campaign was the company’s first worldwide brand campaign, where a single message was applied to all major markets, with the goal of building up a consistent image as a global brand. This global branding strategy is worth examining due to its significant contribution to growth generation in the global market. Overall, the ‘live brilliant’ global brand campaign not only improved HMC’s reputation image-wise, with the ‘Modern Premium’ conceptualization of the brand as ‘simple’, ‘creative’ and ‘caring’, but also improved the consumer’s familiarity, preference and purchase intention of HMC. In fact, the “live brilliant” campaign was a successful campaign which increased HMC’s brand value. Notably, HMC’s brand value increased continuously and reached 9 billion US dollars in 2013, leading it to reach 43rd place in the Global Brand Rankings according to the brand consulting group Interbrand. Its brand value largely surpassed that of Nissan (65th) and Chevrolet (89th) in 2013. While it is true that the global branding strategy of HMC involved higher risks, it was highly successful according to cross-nation consumer research. Therefore, this paper concludes that the global branding strategy of HMC made a positive impact on its performance. We further suggest HMC to combine its successful marketing with social media such as Facebook, Twitter, and Instagram and embrace digital media by extending its brand communication horizon to the mobile internet" @default.
• W4246934475 created "2022-05-12" @default.
• W4246934475 creator A5037894141 @default.
• W4246934475 creator A5059232062 @default.
• W4246934475 creator A5060079519 @default.
• W4246934475 creator A5033608779 @default.
• W4246934475 date "2015-01-31" @default.
• W4246934475 modified "2023-10-04" @default.
• W4246934475 title "A Case Study of Hyundai Motors" @default.
• W4246934475 doi "https://doi.org/10.53728/2765-6500.1552" @default.
• W4246934475 hasPublicationYear "2015" @default.
• W4246934475 type Work @default.
• W4246934475 citedByCount "0" @default.
• W4246934475 crossrefType "journal-article" @default.
• W4246934475 hasAuthorship W4246934475A5033608779 @default.
• W4246934475 hasAuthorship W4246934475A5037894141 @default.
• W4246934475 hasAuthorship W4246934475A5059232062 @default.
• W4246934475 hasAuthorship W4246934475A5060079519 @default.
• W4246934475 hasBestOaLocation W42469344751 @default.
• W4246934475 hasConcept C10138342 @default.
• W4246934475 hasConcept C112698675 @default.
• W4246934475 hasConcept C144133560 @default.
• W4246934475 hasConcept C162853370 @default.
• W4246934475 hasConcept C17744445 @default.
• W4246934475 hasConcept C182306322 @default.
• W4246934475 hasConcept C199539241 @default.
• W4246934475 hasConcept C2780619561 @default.
• W4246934475 hasConcept C94625758 @default.
• W4246934475 hasConceptScore W4246934475C10138342 @default.
• W4246934475 hasConceptScore W4246934475C112698675 @default.
• W4246934475 hasConceptScore W4246934475C144133560 @default.
• W4246934475 hasConceptScore W4246934475C162853370 @default.
• W4246934475 hasConceptScore W4246934475C17744445 @default.
• W4246934475 hasConceptScore W4246934475C182306322 @default.
• W4246934475 hasConceptScore W4246934475C199539241 @default.
• W4246934475 hasConceptScore W4246934475C2780619561 @default.
• W4246934475 hasConceptScore W4246934475C94625758 @default.
• W4246934475 hasIssue "4" @default.
• W4246934475 hasLocation W42469344751 @default.
• W4246934475 hasOpenAccess W4246934475 @default.
• W4246934475 hasPrimaryLocation W42469344751 @default.
• W4246934475 hasRelatedWork W1506371171 @default.
• W4246934475 hasRelatedWork W1527106072 @default.
• W4246934475 hasRelatedWork W1586077012 @default.
• W4246934475 hasRelatedWork W1750555865 @default.
• W4246934475 hasRelatedWork W1994505139 @default.
• W4246934475 hasRelatedWork W2367777266 @default.
• W4246934475 hasRelatedWork W2752793751 @default.
• W4246934475 hasRelatedWork W281246900 @default.
• W4246934475 hasRelatedWork W4283715373 @default.
• W4246934475 hasRelatedWork W2792240158 @default.
• W4246934475 hasVolume "16" @default.
• W4246934475 isParatext "false" @default.
• W4246934475 isRetracted "false" @default.
• W4246934475 workType "article" @default.