지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2014.6
- 수록면
- 128 - 149 (22page)
이용수
초록· 키워드
오류제보하기
In today’s marketplace, the luxury market is a significant business sector accessible to global consumers. The increase of luxury brand purchasing has been motivated by social and business factors. Luxury fashion brands signal social status and prestige. As brand names gradually become a part of public language, brand consciousness plays an important role in consumers’ lives, especially for consumers in East Asian cultures, who perceive social status and prestige as important values. Consumers in a collectivist culture such as that of Korea tend to have a higher public self-consciousness than consumers in an individualist culture such as in the United States. It is important to understand Korean consumers’ personal values (e.g., collectivism, public self-consciousness) and their effect on brand consciousness with regard to global luxury brands. The purpose of this study is to examine determinants of Korean consumers’ brand consciousness with regard to global luxury brands. For this study, 238 undergraduate students were recruited from universities in Seoul, South Korea. Results show significant relationships between personal values (collectivism, public self-consciousness), demographics (age, gender), and brand consciousness, indicating that young Korean consumers’ personal values and demographic characteristics operate as determinants of brand consciousness of luxury fashion brands. This study may improve our understanding of Korean consumers’ luxury consumption from a cultural perspective.
목차
Abstract
Introduction
Literature Review
Korean Luxury Consumers
Method
Discussion
REFERENCES
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UCI(KEPA) : I410-ECN-0101-2020-911-000945004