• 패션비즈니스
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• 제11권2호
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• pp.113-128
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• 2007

The purpose of this study was to comparatively analyze advertisements of prestigious products and domestic fashion brands through fashion magazines. Especially, a comparative analysis of creative advertising strategies of prestigious products and fashion brands will be vital in establishing advertising strategies and marketing planning of domestic fashion brands. This study targeted and analyzed all the advertisements of prestigious fashion products and domestic career women's high-end casual brands printed in VOGUE KOREA and ELLE KOREA in 2005 and 2006. Descriptive statistics and x2-test were used. As a result of the analysis, prestigious product advertisements accounted for 197 (57.9%), and domestic fashion 143 (42.1%) out of a total of 764. Except for duplicates, the 340 advertisements analyzed, were selected for this study. Luxury fashion brand advertising accounted for more than domestic fashion brands in the magazines studied. That is luxury fashion brands have greater exposure to consumers. Based on the results drawn in this study for fashion products, various and unique advertising strategies utilizing visual factors that most effectively delivered to consumers are imminently needed as creative strategy measures in domestic fashion advertising.

• 한국생활과학회지
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• 제21권1호
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• pp.151-163
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• 2012

The purpose of this study was to examine the effects of perceived fit and brand transfer on extension evaluation in luxury fashion brands. The instrument for this research was a self-administered questionnaire based on a previously developed scale. The variables addressed in this scale included perceived fit, brand value for both parent brand (clothing) and extension brand (home line), extension brand association, and purchase intention of the product in extension brands. The participants in this research comprised of 215 female consumers between the ages of 19 and 51 demographically distributed nationwide. Data were analyzed by descriptive statistics, paired t-test, factor analysis, and regression analysis via SPSS 12.0. Findings showed that brand value consisted of two factors: cognitive and hedonic value in luxury fashion brands. Parent brand value was significantly related to perceived fit with a positive effect on brand association and hedonic value in extension brands. With respect to brand transfer, cognitive value of the parent brand increased the extension brand's cognitive value, while hedonic value of the parent brand increased the extension brand's hedonic value. In addition, purchase intention of the product in the extension brands was determined by the perceived fit and hedonic value of extension brands. This study also discusses the managerial implications for marketers in developing effective luxury brand extensions into new product categories, which leads to a synergy effect in building brand equity in the luxury fashion market.

• 복식
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• 제66권5호
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• pp.99-112
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• 2016

The purpose of this study is to examine the higher value-added characteristics of tailored jacket designs, which are major items of French luxury brands, in an effort to raise the competitiveness of domestic fashion designs. The characteristics of the jacket designs from the 1940s to the 1970s, the golden age of Haute Couture, were examined. Based on this, the characteristics of the higher value-added expressions of the luxury brands were established by analyzing the tailored jacket designs that appeared in the Paris collection after 2010. The results are as follows: the characteristics were categorized into 'traditional value expression,' 'conceptual value expression,' 'retro value expression,' and 'creative value expression.' Traditional value was expressed as the representation of the styles inherent to the golden age of the Haute Couture houses, and the status of the luxury brands with history was represented by equally arranging the size and characteristics of the elements of the designs related to jacket silhouette. Conceptual value was reestablished as contemporary identity into which the traditional ideology of the houses and the present designers' sentiments were grafted by developing the designs with the theme containing the identity of the past Haute Couture houses. Retro value was utilized as the strategy to differentiate the luxury brands with long history from contemporary products. Creative value was expressed as tailored jackets with new concepts of shape variation and usage conversion by combining creative sentiments with the high quality techniques of Haute Couture and appears to be able to create a new consumption market of luxury brands in the global fashion market.

• 한국의류산업학회지
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• 제20권1호
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• pp.50-62
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• 2018

The global volume of luxury fashion industries has continuously grown with the influx of young consumers in 20s and 30s, yet little research explores luxury consumption patterns of the young consumers. Given the crucial importance of socio-psychological shopping values in luxury, the current study explores the effects of self-congruity and functional congruity on purchase intentions of luxury fashion brands, and the moderation of self-construal in the mechanisms. An online study was conducted through Google Forms with a total of 227 Korean respondents of actual luxury consumption experiences. The data was analyzed using SPSS 18.0 program. The results of the study reveal the following: (i) Among the three factors of self-congruity, ideal and social self-congruity factors have significant positive effects on purchase intentions; (ii) actual self-congruity has no statistical effect on purchase intnetions of luxury fashion brands; (iii) functional congruity has a significant positive effect on purchase intentions of luxury fashion brands; (iv) no moderation effect of self-construal was found in the relationships between the three factors of self-congruity and purchase intentions; (v) the moderation effect of independent self-construal is significant but negative in the relationship between functional congruity and purchase intentions; (vi) the effect of intdependent self-construal is not found to be significant in the relationship between functional congruity and purchase intentions. Managerial and theoretical implications are discussed.

• 품질경영학회지
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• 제41권3호
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• pp.337-353
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• 2013

Purpose: As there are more cases of forged brands, change of awareness is urgently required at the governmental, corporate and consumer levels. Therefore, this study aims to positively analyze the correlation between forged brand quality and purchase intentions perceived by consumers based on types of preference of luxury brands. Methods: In order to achieve the above purpose, this study derived a model of causal relationships among the forged brand quality, preference of typified luxury brands, and purchase intentions. SPSS 20.0 was applied for data processing. Frequency analysis ad descriptive statistical analysis were conducted for basic data and measurement tools were verified through feasibility and reliability analyses. Multiple regression analysis was conducted to verify the hypotheses. Results: Based on the results, only utilitarian quality positively (+) affected non-intrinsic preference while its impact on intrinsic preference was negative (-). On the other hand, hedonic quality was significantly positive (+) but the impact was not significant. Both utilitarian and hedonic qualities had significantly positive (+) impacts on the intentions to purchase forged brands with the impact of hedonic quality relatively higher. Conclusion: These results clarified that the overall consumption of Korean consumers had not entered its maturity, yet. Also, Korean consumers regard forged brands as alternatives to luxury brands mostly because of hedonic quality. As hedonic quality is added, Korean consumers' purchase intentions became higher. Based on these results, this study suggested the measures to be taken for the country to develop into an advanced country in the luxury market which is becoming more global and overcome the barrier of its old trend in imitation at the four levels of manufacturers, distributors, government, and consumers.

• 복식문화연구
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• 제22권5호
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• pp.862-872
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• 2014

Global luxury jewelry brands had begun to launch their direct businesses in Korea since the 1990s, and have attained fast growth by holding events reflecting their philosophies. The purpose of this study was to analyze the background of their growth by examining the types and roles of events in Korea held by luxury jewelry brands. For the research method, the quantitative and qualitative analysis were performed about domestic events of Tiffany & Co., Cartier, Bvlgari, Chaumet, and Van Cleef & Arples during the period from 1990 to 2013. Also, theoretical study was reviewed. The results are as follows. The events are largely classified into jewelry exhibitions, jewelry shows, wedding fairs, and hybrids. The roles of such events were, first, the artification of products and, second, the contemporization of traditions. According to the findings of this study, luxury jewelry brands transmitted new emotions and values to their customers through their events in Korea, and extended their influence continuously over the Korean high-end jewelry market.

• International Journal of Internet, Broadcasting and Communication
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• 제16권1호
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• pp.1-10
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• 2024

The current study examined the causal relations among sustainable luxury campaigns' message framing types (negative vs. positive), sustainable brand image and perceived consumer effectiveness. The study tested the moderation of perceived brand luxury about the message framing types, sustainable brand image, and perceived consumer effectiveness. An online survey adopting luxury product is conducted with a total of 194 Korean consumers, testing the hypotheses. In the results, the message framing type is found to significantly affect perceived consumer effectiveness but not sustainable brand image. Perceived brand luxury significantly negatively moderates the relationship between the message framing type and perceived consumer effectiveness but not between the type and sustainable brand image. The results supported the positive influence of perceived consumer effectiveness on sustainable brand image. The moderation of perceived brand luxury was confirmed only for the relationship between the message framing type and perceived consumer effectiveness. The results empirically confirm that the message frame of luxury marketing could positively affect consumers' attitude formation, such as perceived consumer effectiveness, which is consistent with previous studies' research results. The results document that luxury brands using a negative message frame type had a more significant effect on perceived consumer effectiveness than the positive frame type. The findings contribute to the literature of new media-based sustainable marketing of luxury products as to how it affects consumers' brand evaluation and purchase intention, focusing on the causal relationships among the message-framing type of sustainable luxury marketing, sustainable brand image, and perceived consumer effectiveness. Given the increasing pursuit of sustainability in the luxury industry, the results contribute to deriving implications for sustainable marketing of efficient luxury brands.

• 한국의류학회지
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• 제39권2호
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• pp.175-189
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• 2015

This study empirically confirmed how an art infusion into fashion products affect consumer's preference through Study 1 and Study 2. Study 1 examined the effect of an art infusion and the difference of an art infusion effect according to self-monitoring scale by designing groups composed of 2 (art infusion: infusion versus non-infusion) ${\times}2$ (self-monitoring: high versus low). Study 2 examined the difference of an art infusion effect according to the luxury level of fashion brands by designing groups composed of 2 (art infusion: infused versus non-infused) ${\times}2$ (fashion brand luxury levels: high versus mid versus low). This study was conducted using a convenience sample of women in their 20s and 30s residing in the Seoul and Daegu region. In Study 1, 162 participants were randomly assigned to two experiment situations of art infusion. In Study 2, 192 participants were randomly assigned to six experiment situations of art infusion and luxury level of fashion brands. For the data analysis, we conducted reliability analysis, two-way ANOVA and simple main effect analysis using SPSS 18.0 statistics package. The results of Study 1 and 2 are as follows. First, consumer's preference was shown to be higher for fashion products with art infusion rather than fashion products without art infusion. Second, the positive effect of art infusion on consumer's preference was significant in the group of high selfmonitors. But there was a non-significant effect of art infusion in the group of low self-monitors. Lastly, the positive effect of art infusion on consumer's preference is higher in the case of a mid-level luxury brand rather than in the case of a high-level luxury brand and low-level luxury brand.

• 산업경영시스템학회지
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• 제43권2호
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• pp.98-109
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• 2020

What is purchase motivation for luxury brands? and what kind of process through makes higher cult intention(i.e.,loyalty). How does consumption value affect loyalty? Theoretically, it was studied whether it could be explained. The luxury products and services were divided into categories and surveys were conducted at the national level. This research analyzed the influence of positive affect on cult intention by mediating luxury consumption value with S-O-R frame. The logic was developed with excitation transfer theory. Positive affect, compatibility mediating effect were investigated. Unlike the previous studies that have been recognized as important in terms of symbolic value in luxury brands, it was confirmed that experiential consumption value had the greatest impact. In addition, the influence of functional value and symbolic value had a significant effect. The effect of consumption value on cult intention was mediated by positive affect and compatibility. Therefore, emotional response can be seen as having an effect on cult intention through excitement transfer. These findings suggest that luxury brand marketers need to develop consumer values that can lead to arousal and positive emotional responses to suit consumer lifestyle. The research results are expected to contribute to the experience marketing and the hospitality service of luxury brands.

• 한국의류산업학회지
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• 제13권1호
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• pp.25-31
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• 2011

The purpose of this study was to investigate the influence of luxury brand value on luxury brand preferences according to chemyon(social-face). For data collection, research questionnaires were responded by 222 females over 20 years old consumers living in Pusan and Ulsan. The collected data were analyzed using SPSS 14.0 for windows Package by frequency analysis, the factor analysis using Varimax, reliability analysis, multi-regression analysis, and chow-test. The results of this study were as follows: First, concerning the worth of luxury brands that qualify value, conspicuous value, unique value, and emotional value significantly affected the consumers' luxury brand preferences. On the other hand, only social value of the luxury brand did not have a significant effect on the consumers luxury brand preferences. Second, the study was to investigate whether the luxury brand value has an effect on the brand preferences according the consumer's chemyon or not. The results showed different effects of perceived values on luxury brand preferences between the low chemyon group and the high chemyon group. The high chemyon group had an effect on conspicuous value, social value, and emotional value, while the low chemyon group had an effect on quality value for luxury brand preference.