Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
권호 표지
DOI QR코드

DOI QR Code

Luxury Brand Consumption Values and Signal Preference Based on Cultural and Economic capital

문화자본 및 경제자본에 따른 럭셔리 브랜드 소비가치와 브랜드 시그널 선호도

  • Lee, Minhee (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Lee, Yuri (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Ahn, Minyoung (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University)
  • Received : 2014.02.03
  • Accepted : 2014.05.12
  • Published : 2014.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

As luxury goods market has expanded and has become more affordable, luxury consumption value has become more diversified. The purpose of this study is to classify visible characteristics of luxury consumption by the degree of logo clarity, and to explain this classification in relation to personal luxury consumption values. Also, the study utilized the concept of cultural capital, in addition to the concept of economic capital, in order to aid understanding of current new luxury consumption trend and give directions on brand signal strategies for luxury brands. In order to develop a survey that could measure an individual's cultural capital, focus group interviews, each composed of 5 women in their twenties and thirties, were conducted. Then, the survey was conducted on 230 females residing in Seoul who have purchased at least one product from a luxury brand within a year. The results suggest that luxury consumption can be explained by 'self-oriented value' and 'others-oriented value' as suggested in precedent studies. However, no significant difference was found between economic capital and these two luxury consumption values. However, the more cultural capital one possesses, the more one is likely to pursue 'self-oriented consumption value'. In studying the correlation between luxury consumption values and preference for brand signal clarity, respondents with 'self-oriented consumption value' has shown low preference towards highly visible brand logo when design and quality were equivalent. Also, respondents with 'other-oriented consumption value' has shown high preference towards highly visible brand logo.

Keywords

References

  1. 이명진, 김유림 (2010. 10. 4.), "샤넬 에르메스 '됐거든'... '신개념 명품' 시대", 자료검색일 2010. 11. 1, http://stylem.mt.co.kr/styview.php?no=2010100110423088405&scd=201&type=1
  2. Bourdieu, P. (1979), La Distinction: critique socialedu jugement. Paris: Les Editions de Minuit, 최종철역 (1995), 구별짓기: 문화와 취향의 사회학 上, 서울: 새물결, p. 172.
  3. Vigneron, F. & Johnson, L. W. (1999), A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior, Academy of Marketing Science, 1(1), pp. 1-15.
  4. Vigneron, F. & Johnson, L. W. (2004), Measuring perceptions of brand luxury, The Journal of Brand Management, 11(6), pp. 484-506. https://doi.org/10.1057/palgrave.bm.2540194
  5. 이승희 (2000), 라이프스타일에 따른 과시 소비성향 및 의류 쇼핑동기에 관한 연구, 복식문화연구, 8(6), pp. 842-852.
  6. 박미정, 임숙자, 이승희 (2002), 과시소비성향과 정장 수입브랜드선호에 따른 의복구매행동에 관한 연구, 한국의류학회지, 26(1), pp. 3-14.
  7. 최선형 (2003), 보문: 지각된 제품 특성과 과시적 소비 성향이 패션명품관여에 미치는 영향, 한국의류학회지, 27(2), pp. 209-218.
  8. 김지연, 황상민 (2009), 한국사회의 명품소비자 유형과 소비 특성: 가치소비로서의 명품소비, 한국주관성연구 학회, 19(단일호), pp. 43-59.
  9. DiMaggio, P. (1982), Cultural capital and school success: The impact of status culture participation on the grades of US high school students, American sociological review, 47(2), pp. 189-201. https://doi.org/10.2307/2094962
  10. Erickson. B. H. (1996), Culture, Class and Connections, American Journal of Society, 102(1), pp. 217-251. https://doi.org/10.1086/230912
  11. Aschaffenburg, K. & Maas, I. (1997), Cultural and educational careers: The dynamics of social reproduction, American sociological review, 62(4), pp. 573-587. https://doi.org/10.2307/2657427
  12. Holt, D. B. (1998), Does cultural capital structure American consumption?, Journal of Consumer Research, 25(1), pp. 1-25. https://doi.org/10.1086/209523
  13. De Graaf, N. D., De Graaf, P. M. & Kraaykamp, G. (2000), Parental cultural capital and educational attainment in the Netherlands: A refinement of the cultural capital perspective, Sociology of education, 73(2), pp. 92-111. https://doi.org/10.2307/2673239
  14. Bourdieu, P. (1979), La Distinction: critique socialedu jugement. Paris: Les Editions de Minuit, 최종철역 (1995), 구별짓기: 문화와 취향의 사회학 上, 서울: 새물결, p. 55.
  15. Bourdieu, P. (1979), La Distinction: critique socialedu jugement. Paris: Les Editions de Minuit, 최종철역 (1995), 구별짓기: 문화와 취향의 사회학 上, 서울: 새물결, p. 159.
  16. 장미혜 (2001), 문화자본과 소비양식의 차이, 한국사회학, 35(3), pp. 51-81.
  17. Yaish, M. & Katz-Gerro, T. (2010), Disentangling 'cultural capital': the consequences of cultural and economic resources for taste and participation, European Sociological Review, 28(2), pp. 169-185.
  18. Berger, J. & Ward, M. (2010), Subtle signals of inconspicuous consumption, The Journal of Consumer Research, 37(4), pp. 555-569. https://doi.org/10.1086/655445
  19. Underhill, Paco (1999), Why we buy?, 신현승 역 (2011), 쇼핑의 과학, 서울: 세종서적.
  20. 백경미 (1998), 현대소비문화와 한국소비문화에 관한 고찰, 소비자학연구, 9(1), pp. 17-32.
  21. Blumer, H. (1969), The methodological position of symbolic interactionism, Symbolic interactionism: Perspective and method, Englewood Cliffs: Prentice-Hall, pp. 1-60.
  22. Solomon, M. R. (1983), The role of products as social stimuli: A symbolic interactionism perspective, Journal of Consumer Research, 10(3), pp. 319-329. https://doi.org/10.1086/208971
  23. Husic, M. & Cicic, M. (2009), Luxury consumption factors, Journal of Fashion Marketing and Management, 13(2), pp. 231-245. https://doi.org/10.1108/13612020910957734
  24. Holt, D. B. (1995), How consumers consume: A typology of consumption practices, Journal of Consumer Research, 22(1), pp. 1-16. https://doi.org/10.1086/209431
  25. Nia, A. & Zaichkowsky, J. L. (2000), Do counterfeits devalue the ownership of luxury brands?, Journal of Product & Brand Management, 9(7), pp. 485-497. https://doi.org/10.1108/10610420010351402
  26. Silverstein, M. J. & Fiske, N. (2003), Luxury for the masses, Harvard Business Review, 81(4), p. 48.
  27. Bosshart, D. (2001), Die Zukunft des Konsums, 박종대 역(2001), 소비의 미래, 서울: 생각의 나무
  28. 이유리, 박민주 (2005), 패션명품 소비자의 상표충성에 영향을 미치는 요인에 관한 연구, 한국의류학회지, 29(11), pp. 1485-1497.
  29. Prahalad, C. K. & Ramaswamy, V. (2004), Cocreating unique value with customers, Strategy & Leadership, 32(3), pp. 4-9.
  30. Kapferer, J. N., & Bastien, V. (2009). The specificity of luxury management: Turning marketing upside down. Journal of Brand Management, 16(5), pp. 311-322. https://doi.org/10.1057/bm.2008.51
  31. AMA. (2001), 자료검색일 2011. 6. 1, www.kmarketing.co.kr/lib/kws.html.
  32. Chadha, R. & Husband, P. (2007), The Cult of the Luxury Brand: Inside Asia's Love Affair With Luxury, 김지애 역(2007), 럭스플로전, 서울: 가야북스, p. 10.
  33. Han, Y. J., Nunes, J. C. & Dreze, X. (2010). Signaling status with luxury goods: the role of brand prominence, Journal of Marketing, 74(4), pp. 15-30. https://doi.org/10.1509/jmkg.74.4.15
  34. Bourdieu, P. (1979), La Distinction: critique socialedu jugement. Paris: Les Editions de Minuit, 최종철역 (1995), 구별짓기: 문화와 취향의 사회학 上, 서울: 새물결, pp. 163.
  35. Lareau, A. & Horvat, E. M. N. (1999), Moments of social inclusion and exclusion race, class, and cultural capital in family-school relationships, Sociology of education, 72(1), pp. 37-53. https://doi.org/10.2307/2673185
  36. Kalmijn, M. & Kraaykamp, G. (1996), Race, cultural capital, and schooling: An analysis of trends in the United States, Sociology of Education, 69(1), pp. 22-34. https://doi.org/10.2307/2112721
  37. Katz-Gerro, T. (2002), Highbrow cultural consumption and class distinction in Italy, Israel, West Germany, Sweden, and the United States, Social Forces, 81(1), pp. 207-229. https://doi.org/10.1353/sof.2002.0050
  38. Bourdieu, P. (1979), La Distinction: critique socialedu jugement. Paris: Les Editions de Minuit, 최종철역 (1995), 구별짓기: 문화와 취향의 사회학 上, 서울: 새물결, p. 13.
  39. 우현주 (2005), 에르메스 수용자의 소비문화 분석: 부르디외의 자본 구성 논의를 중심으로, 고려대학교 언론대학원 석사학위 논문.
  40. Yaish, M., & Katz-Gerro, T. (2012), Disentangling 'cultural capital': the consequences of cultural and economic resources for taste and participation, European Sociological Review, 28(2), pp.160-185.
  41. 자료검색일 2011. 8. 1, www.louisvuitton.com, www.chanel.com,www.prada.com, www.ferragamo.com
  42. Cailleux, H., Mignot, C., & Kapferer, J. N. (2009), Is CRM for luxury brands&quest, Journal of Brand Management, 16(5), pp. 406-412. https://doi.org/10.1057/bm.2008.50
  43. Gounaris, S. P., Tzempelikos, N. A. & Chatzipanagiotou, K. (2007), The relationships of customerperceived value, satisfaction, loyalty and behavioral intentions, Journal of Relationship Marketing, 6(1), pp. 63-87. https://doi.org/10.1300/J366v06n01_05
  44. Mathwick, C., Malhotra, N., & Rigdon, E. (2001), Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment1, Journal of Retailing, 77(1), pp. 39-56. https://doi.org/10.1016/S0022-4359(00)00045-2
  45. Smith, J. B., & Colgate, M. (2007), Customer value creation: a practical framework, The Journal of Marketing Theory and Practice, 15(1), pp. 7-23. https://doi.org/10.2753/MTP1069-6679150101
  46. 이홍균 (2006), 한국인의 사회적 과시와 인정의 사회적 형식, 담론 201, 9(2), pp. 207-243.
  47. Bourdieu, P. (1979), La Distinction: critique socialedu jugement. Paris: Les Editions de Minuit, 최종철역 (1995), 구별짓기: 문화와 취향의 사회학 上, 서울: 새물결, p. 222.
  48. Choi, Jinhee, & Fishbach, Ayelet(2011), Choice as an End versus a Means, Journal of Marketing Research, 48(3), pp. 544-554. https://doi.org/10.1509/jmkr.48.3.544

Cited by

  1. Differences in Preference Depending on Signal Explicitness when Selecting Fashion Luxury Brand - The Moderating Effects of Self-Construal and Implicit Theory - vol.66, pp.1, 2016, https://doi.org/10.7233/jksc.2016.66.1.013
  2. Social Structural Barriers Experiencing as New Member of Sports Club: Utilizing Concept of Bourdieu’s Capital vol.29, pp.4, 2014, https://doi.org/10.22173/jksss.2016.29.4.115
  3. Trend Analysis of ‘Quality of Life’:Focusing on the Bottom-up Spillover Theory vol.34, pp.2, 2014, https://doi.org/10.16935/ejss.2018.34.2.002