Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Effect of Special Order Products and Mobile SNS Promotions on Perceived Brand Luxury and Brand Relationship

스페셜 오더 상품과 모바일 SNS 홍보 전략이 브랜드 럭셔리 및 브랜드 관계에 미치는 영향

  • Lee, Kyejung (Fashion Merchandising Major, Kookmin University) ;
  • Lee, Eun-Jung (Fashion Design Department, Kookmin University)
  • 이계정 (국민대학교 패션머천다이징 전공) ;
  • 이은정 (국민대학교 의상디자인학과)
  • Received : 2017.05.26
  • Accepted : 2017.08.20
  • Published : 2017.08.31
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Abstract

With the increasing popularization of low-priced luxury markets, maintaining the genuine values of luxury has become crucial for luxury fashion brands to attract customers who want exclusivity and rarity. The world-leading luxury fashion houses have employed a variety of experiential marketing strategies like special order product strategies and mobile SNS promotion strategies, yet little research exists on there the strategies actually positively impact brand luxury images and customer attitudes towards the brand. This study empirically analyzed the effects of customer experience of special order products on perceived brand luxury and brand relationship. Furthermore, the study also tested relationships among perceived brand luxury, brand relationship, and brand loyalty. A survey was conducted with Korean female consumers who had purchase experiences of special order products from the brands. We analyzed the data of MTO-experienced respondents due to the lack of respondents who had experienced custom-made product services. The result indicates the significant effect of experience of MTO on brand relationship; however, we found only a partial support for the effect of MTO on brand luxury. Likewise, we found a partial support for the effect of mobile SNS promotion strategies on perceived brand luxury versus full support for the effect on brand relationship.

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