Beatles vs. BTS: Brand marketing of the Pop Groups

Yong  Gu Suh; Gary Davies; Regina Burnasheva

doi:10.35174/jkci.2021.06.21.2.29

Beatles vs. BTS: Brand marketing of the Pop Groups

Yong Gu Suh, Gary Davies, Regina Burnasheva

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Research output: Contribution to journal › Article › peer-review

Abstract

This study aims to explain and illustrate changes in the way pop groups have been managed and marketed over time using two exemplars, the Beatles and BTS, as examples of best …

Original language	English
Pages (from-to)	29-39
Number of pages	11
Journal	Journal of Korea Culture Industry
Volume	21
Issue number	2
DOIs	https://doi.org/10.35174/jkci.2021.06.21.2.29
Publication status	Published - 30 Jun 2021

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10.35174/jkci.2021.06.21.2.29

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title = "Beatles vs. BTS: Brand marketing of the Pop Groups",

abstract = "This study aims to explain and illustrate changes in the way pop groups have been managed and marketed over time using two exemplars, the Beatles and BTS, as examples of best …",

author = "{Gu Suh}, Yong and Gary Davies and Regina Burnasheva",

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Beatles vs. BTS: Brand marketing of the Pop Groups

Abstract

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