Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
권호 표지

Korean Consumers' Perceptions toward Luxury Products

한국 소비자들의 명품에 대한 개념 특성에 관한 연구

  • 최은정 ((주)앤더모스트컨설팅) ;
  • 홍경희 (고려대학교 가정교육학과) ;
  • 이윤정 (고려대학교 가정교육학과)
  • Received : 2010.08.30
  • Accepted : 2010.11.01
  • Published : 2010.12.30
Download PDF
⟨ Previous Next ⟩

Abstract

The emergence of the luxury market has led numerous academic researchers, as well as marketers in the luxury market, to pay attention to both identifying luxury brand features and measuring perceptions toward luxury brands. Especially, Korea is a significant emerging market for luxury goods. Young consumers and male consumers are getting into the luxury market fast and these new segments will keep increasing. There are only a few studies related to distinctive definitions of luxury brands and measurement development for the Korean market. However, there are some limitations in these previous studies in that they did not capture the nature of luxury due to their inappropriate of subjects and approach in data collection and to lack of a perspective of Korean specific features. Thus, the purpose of this research is to identify Korean consumers' perceptions toward luxury products and, ultimately, to develop a reliable and valid measurement items for the luxury products' features for the Korean market. Defining the three high constructs(functional, emotional, and symbolic aspects) as a key needs and benefits on luxury brands, we looked at four stages of development for generating and deducting items by luxury industry experts and luxury consumers, as well as for testing measures by 20th~60th consumers. As a result, this study confirmed that luxury brands consists of high quality, high price, unique design, and luxury store; the emotional aspect construct combines craftsmanship, VIP service, and high social status; and the symbolic construct includes brand heritage and being a well-known brand. Finally, 22 measurement items (Measures of Luxury Brand for Korea: LBK) were developed for the conceptual features for luxury brands from a Korean perspective. This study provided understanding of Korean consumers' perceptions toward luxury brands from an academic perspective. For the managerial implication of this study, LBK can be utilized to judge both luxury brands and mass brands, to diagnose current a brand's luxuriousness, from the customer's point-of-view, and, finally, to measure a Key Performance Index (KPI) of luxury brand companies.

Keywords

References

  1. 강애란, "한국의 명품시장에 불황은 없다", 시사저널 , 2010. 01. 20, p.4.
  2. 오상헌, "명품시장 5조원시대, 럭셔리 대명사 "루이비통" 한국매출 연5900억…없어서 못 판다", 한국경제신문, 2010. 07. 05, p.2.
  3. 앤더모스트컨설팅(편)(2007), '2007 Luxury Report, pp.67-72.
  4. 앤더모스트컨설팅(편)(2010), '2010 Luxury Report, pp.15-20.
  5. 맥킨지(편)(2010), 2010 한국 소비자 에세이.
  6. B. Dubois, G. Laurent(1994), "Attitudes toward the concept of luxury: an exploratory analysis", Asia-Pacific Advances in Consumer Research, 1(2), pp.273-278.
  7. F. Vigneron, L. Johnson(2004), "Measuring Perceptions of Brand Luxury", Journal of Brand Management, 11(6), pp.484-506. https://doi.org/10.1057/palgrave.bm.2540194
  8. 임지훈, 김형식, 이학식(2006), "브랜드 명품성 측정도구의 개발", 광고연구, 73, pp.185-216.
  9. 김성호(2009), "호화상품의 개념에 대한 한일소비자 태도의 비교", 소비자학연구, 9(4), pp. 137-149.
  10. 최선형(2001), "패션명품에 대한 태도 연구", 복식, 9(6), pp.842-854.
  11. G. M. Grossman, C. Shapiro(1988), "Counterfei t-product trade", The American Economic Review, 78(1), pp.59-75.
  12. N. Arghavan, J. L. Zaichkowsky(2000), "Do counterfeits devalue the ownership of luxury brands?", Journal of Product and Brand Management, 9(7), pp.485-497. https://doi.org/10.1108/10610420010351402
  13. G. A. Churchill(1979), "A paradigm for developing better measures of marketing constructs". Journal of Marketing Research, 16(2), pp.64-73.
  14. J. L. Nueno, J. A. Quelch(1998), "The mass marketing of luxury", Business Horizons, November-December, pp.61-68.
  15. G. M. Grossman, C. Shapiro(1988), "Counterfeit -Product Trade", The American Economic Review, 78(1), pp.59-75.
  16. M. Silverstein, N. Fiske(2003), "Luxury for the masses", Harvard Business Review. 81(4), pp.49-57.
  17. F. Vigneron, L. Johnson(2004), "Measuring perceptions of brand luxury", Journal of Brand Management, 11(6), pp.484-506. https://doi.org/10.1057/palgrave.bm.2540194
  18. 김세희, 이은영(2004), "의복 쇼핑 성향의 개념적 구조 규명", 한국의류학회지, 28(6), pp.830 -841.
  19. 전인수, 김은화(2005), "브랜드 명품화의 3단계 모델: PPCA 모델", 소비자학 연구, 16(1), pp.209-227.
  20. H. Leibenstein(1950), "Brandwagon, snob, and veblen effects in the theory of consumers' demand", Quarterly Journal of Economics, 64(May), pp.183-207.
  21. G. A. Churchill(1979), "A Paradigm for developing better measures of marketing constructs", Journal of Marketing Research, 16(2), pp.64-73.
  22. J. P. Peter, G. A. Churchill(1986), "Relationship among research design choices and psychometric properties of rating scales: a meta-analysis", Journal of Marketing, 13(Feb), pp.1-10.
  23. C. W. Park, B. J. Jaworski, D. J. Maclnnis (1986), "Strategic brand concept-image management, Journal of Marketing, 50(4), pp.135-145. https://doi.org/10.2307/1251291
  24. K. L. Keller(1993), "Conceptualizing, measuring, and managing customer-based brand equity", Journal of Marketing, 57(1), 1-22.b), pp.1-10. https://doi.org/10.2307/1252054
  25. J. C. Anderson, D. W. Gerbing(1988), "Structural equation modeling in practice: A review and recommended two-step approach", Psychological Bulletin, 103(3), pp.411-423.
  26. J. F. Hair Jr. et al.(1998), Multivariate data analysis (5th ed.), NJ: Prentice Hall, p.54.
  27. C. Fornell, D. Larcker(1981), "Evaluating structural equation model with unobservable variable and measurement error", Journal of Marketing Research, 18(1), pp.39-52. https://doi.org/10.2307/3151312