Abstract
The global luxury industry has seen steady growth for the last 15 years. It is one of the most attractive and profitable industries. Asia became the most potential region where the average income has risen significantly. Korea is one of the most attractive luxury markets in Asia. This study examines consumers' attitudes toward luxury brands and the relationship among attitude toward luxury brands, drivers of customer equity and customer lifetime value in Korea. Results of data analysis indicate that experiential need and fashion involvement are important antecedents of participants' attitude toward luxury brands. Attitude toward luxury brands positively influences luxury brand equity and value equity. This research finds that there is no significant relationship between attitude toward luxury brand and relationship equity. And as we expected, customer equity positively influences customer lifetime value.
| Original language | English |
|---|---|
| Pages (from-to) | 1495-1499 |
| Number of pages | 5 |
| Journal | Journal of Business Research |
| Volume | 65 |
| Issue number | 10 |
| DOIs | |
| Publication status | Published - 2012 Oct 1 |
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All Science Journal Classification (ASJC) codes
- Marketing
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Increasing customer equity of luxury fashion brands through nurturing consumer attitude. / Kim, Kyung Hoon; Ko, Eunju; Xu, Bing; Han, Yoosun.
In: Journal of Business Research, Vol. 65, No. 10, 01.10.2012, p. 1495-1499.Research output: Contribution to journal › Article
TY - JOUR
T1 - Increasing customer equity of luxury fashion brands through nurturing consumer attitude
AU - Kim, Kyung Hoon
AU - Ko, Eunju
AU - Xu, Bing
AU - Han, Yoosun
PY - 2012/10/1
Y1 - 2012/10/1
N2 - The global luxury industry has seen steady growth for the last 15 years. It is one of the most attractive and profitable industries. Asia became the most potential region where the average income has risen significantly. Korea is one of the most attractive luxury markets in Asia. This study examines consumers' attitudes toward luxury brands and the relationship among attitude toward luxury brands, drivers of customer equity and customer lifetime value in Korea. Results of data analysis indicate that experiential need and fashion involvement are important antecedents of participants' attitude toward luxury brands. Attitude toward luxury brands positively influences luxury brand equity and value equity. This research finds that there is no significant relationship between attitude toward luxury brand and relationship equity. And as we expected, customer equity positively influences customer lifetime value.
AB - The global luxury industry has seen steady growth for the last 15 years. It is one of the most attractive and profitable industries. Asia became the most potential region where the average income has risen significantly. Korea is one of the most attractive luxury markets in Asia. This study examines consumers' attitudes toward luxury brands and the relationship among attitude toward luxury brands, drivers of customer equity and customer lifetime value in Korea. Results of data analysis indicate that experiential need and fashion involvement are important antecedents of participants' attitude toward luxury brands. Attitude toward luxury brands positively influences luxury brand equity and value equity. This research finds that there is no significant relationship between attitude toward luxury brand and relationship equity. And as we expected, customer equity positively influences customer lifetime value.
UR - http://www.scopus.com/inward/record.url?scp=84864910762&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84864910762&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2011.10.016
DO - 10.1016/j.jbusres.2011.10.016
M3 - Article
AN - SCOPUS:84864910762
VL - 65
SP - 1495
EP - 1499
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
IS - 10
ER -