• Journal of the Korea Fashion and Costume Design Association
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• v.22 no.3
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• pp.19-32
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• 2020

Recently, the luxury brand market has expanded from the 5060 market to the 2030 market segment due to diversification of distribution channels, an increase in income, and changes in consumption values. This change is attributed to the increase in sales of fashion accessory products, such as bags and wallets, thereby confirming the importance of the luxury brand fashion accessories market. However, there are few studies of the luxury brand fashion accessories market or brand loyalty for fashion accessories, which accounts for a large proportion of the overall luxury brand market. The purpose of this study was to develop and empirically test a theoretical framework that captures and compares the difference of impact of service quality, product attributes, and consumer satisfaction on luxury brand loyalty between the 20-30 market and the 5060 market of the fashion accessories market. Data was collected from 598 customers who purchased luxury brand fashion accessories by objective sampling. Structural equation modelling was used to test the hypotheses developed for the study. Results found evident effects of consumer satisfaction on luxury brand loyalty through the perception of service quality by consumers. Additionally, in the 2030 market, the fashion accessory attributes had little impact on consumer satisfaction and luxury brand loyalty, whereas in the 5060 market, it had a significant impact only on consumer satisfaction, but not on luxury brand loyalty. This is the first study to examine a structural equation model of luxury brand loyalty to compare the difference of the model between segmented markets, such as the 2030 market and the 5060 market of the luxury brand fashion accessories market. These results will contribute to a better understanding of the mechanism that underlie the operation of an effective luxury branding strategy for fashion accessories.