지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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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 20years 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.
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참고문헌 (38)
참고문헌 신청
/ 2003 / 두산동아백과사전 / 두산동아출판사
Dubois, B / 1993 / The market for luxury goods: Income versus culture / European Journal of Marketing 27 (1) : 35 ~ 45
Dubois, B / 1994 / Attitude towards the concept of luxury: an exploratory analysis / Asia-Pacific Advanced in Consumer Research 1 (2) : 273 ~ 278
Grossman. G. M / 1988 / Counterfeit-product trade / The American Economics Review 78 (3) : 59 ~ 75
Nia, A / 2000 / Do counterfeits devalue the ownership of luxury brands? / Journal of Product & Brand Management 9 (7) : 485 ~ 497
Dubois, B / 1993 / The market for luxury goods: Income versus culture / European Journal of Marketing 27 (1) : 35 ~ 45
Dubois, B / 1994 / Attitude towards the concept of luxury: an exploratory analysis / Asia-Pacific Advanced in Consumer Research 1 (2) : 273 ~ 278
Grossman. G. M / 1988 / Counterfeit-product trade / The American Economics Review 78 (3) : 59 ~ 75
Nia, A / 2000 / Do counterfeits devalue the ownership of luxury brands? / Journal of Product & Brand Management 9 (7) : 485 ~ 497
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