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The structural relationship between brand consistency and intention to purchase luxury fashion products: with a focus on the mediating effect of self-construal

명품 패션 제품의 브랜드 일치성과 구매의도의 구조적 관계: Self-Construal의 매개효과를 중심으로

  • Lee, Jung-Hyun (Division of Air Service Management, Howon University)
  • 이정현 (호원대학교 항공서비스학과)
  • Received : 2017.06.26
  • Accepted : 2017.07.07
  • Published : 2017.07.31

Abstract

Luxury goods products have a steady stream of consumers, and the latest trend is the sell and purchase markets. The consumers age groups also vary widely. This research examined the mediating effect of self-construal of the relationship between brand consistency and intention to purchase luxury fashion products. The analysis classified the brand consistency of luxury fashion products as social, actual, and the deal. First, the order of consistency that had an effect on self-construal appeared in the order of social cohesion, actual coincidence, and ideal coincidence. Second, an analysis of mediating effect of self-construal showed that only self-construal appeared to have a partial mediating effect on the relationship between the intention to purchase and the actual and ideal consistency. Such result can be interpreted as that when purchasing luxury fashion products, consumers have a tendency to desire that the brand would express their personal image and that it would match the perception they had of the brand, rather than a tendency to perceive the brand as a tool to help them perform their desired social role. These results suggest that consumers who consume the brand desire to have their personalities and subjective environmental conditions well expressed.

Keywords

luxury fashion;brand consistency;social self-consistency;ideal consistency;desire to purchase

Acknowledgement

Supported by : 호원대학교

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