THE STATE OF KNOWLEDGE ON LUXURY BRAND MARKETING: A REVIEW OF THE LITERATURE

Charles R. Taylor,John Costello,Eunju Ko 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

Introduction The growth of the luxury goods market has seen an increased level of interest in the topic from both practitioners and academic researchers. The luxury market consists of a number of diverse categories (e.g., luxury clothing, cars, wines, jewelry, vacations) and is considerable in size, reaching €865 billion (over 1 trillion U.S. dollars) in 2014 (D’Arpizio 2014). While the topic of luxury brand marketing historically received only limited attention in the academic literature (Berthon, et al., 2009; Miller and Mills, 2012a) recent years have seen a growth of studies on the marketing of luxury products, including both goods and services). As the last half-decade has seen especially accelerated attention given to the topic, the time is right to examine the body of the overall literature on luxury brand. With the need for consolidation of findings in mind, this paper conducts a literature review of studies of luxury branding that is designed to contribute to the literature on luxury branding in multiple ways. First, the study is designed to provide guidance for researchers on luxury brands as to the definition and measurement of a “luxury brand.” While a number of studies have attempted to define the term, no single widely accepted definition of luxury brand exists and multiple measurement schemes have been put forward. This paper will review key definitions and measurement scales in an effort to help guide future researchers. A second intended contribution is to identify the most influential theories that have been used to help understand whether/why consumer behavior towards luxury brands differs from that towards other brands. A third intended contribution is to outline major sub-areas of research on luxury brands and identify key themes in the findings within these areas in order to summarize the state of knowledge of luxury brand marketing. These areas are: 1) consumer motivation for consuming luxury brands; 2) segmentation strategies for luxury brands; 3) international considerations; and 4) the role of social media in the marketing luxury brands. In conjunction with this goal we summarize how luxury brand marketing has been found to differ from the marketing of other types of brands. In other words, we identify what principles appear to be unique to luxury brand marketing. Finally, the study is designed to contribute to the literature by identifying areas especially in need of additional research in order to move this body of literature forward. Defining “Luxury Brand” Unfortunately for researchers, there is not a widely accepted definition of luxury brand. For example, the American Marketing Association’s dictionary of terms does not contain a definition of “luxury,” “luxury brand,” or “luxury marketing.” Yet, several scholars have attempted to define what constitutes a luxury brand. Prior research is characterized by, “…a lack of clarity regarding a definition, operationalization, and measurement of brand luxury” (Miller and Mills 2010, p.1471). This observation is consistent with previous calls by researchers for a more precise definition of luxury goods marketing (e.g., Berthon, et al., 2009). It has further claimed that the definition and measurement of luxury has been highly subjective (Godey et al., 2009). To the extent that it is true that definitions of luxury have been subjective, this is based on what individual researchers have put forward, as opposed to luxury being an inherently subjective construct. Thus, it is possible and desirable to define what a luxury brand is and measure the degree to which a given brand is a luxury brand. Fortunately, some researchers have made attempts to define luxury. The Miller and Mills (2012a) paper focused on fashion brands and also intentionally included several characterizations of luxury that were not designed to be formal definitions. Thus, it is not directly applicable to our purpose here, which is to identify key usable definitions of luxury brand that are generally applicable. For our purposes, a definition of a luxury brand should meet three key criteria in order to be considered viable definition. First, it should be based on a sound conceptual foundation, as is characteristic of academic definitions in general. Thus, we list here only those definitions that are logically derived from previously articulated and supported concepts. Second, the definition must be broadly applicable to luxury brands in general, and not just a subset such as only products or services, or one type of product category (e.g., fashion goods or automobiles). Finally, the theoretical definition should be capable of being operationalized in a way that allows the construct to be measured. Further, if the definition is multidimensional, it must be possible to measure all of the dimensions. We assembled a collection of definitions that meet these criteria that is displayed in table form. The literature largely defines luxury brands based on consumer perceptions (Heine 2012, Hagtvedt and Patrick 2009), managerially determined dimensions such as marketing activities and product attributes (Keller 2009, Nueno and Quelch 1998), or a combination of both (Vigneron and Johnson 2004, Berthon et al. 2009, Tynan et. al 2010, Vickers and Renand 2003). Some dimensions are present in multiple definitions such high quality (Keller 2009, Heine 2012, Dubois et al. 2001, Tynan et. al 2001, Vigneron and Johnson 2004, Nueno and Quelch 1998) rarity (Tynan et al. 2001, Heine 2012,Vigneron and Johnson 2004, Nueno and Quelch 1998), premium pricing (Keller 2009, Tynan 2010, Heine 2012, Nueno and Quelch 1998), and a high level of aesthetics (Keller 2009, Dubois et al. 2001, Heine 2012). Though the authors of many of these definitions present some explanation of the dimensions underlying the brand luxury definition, further clarification on how these dimensions should best be measured would make any definition of brand luxury more useful. Without methods to clearly measure brand luxury there exists a cacophony of definitions, all with their own grouping of necessary dimensions that lack true clarity or empirical backing. Measurement Scales for Brand Luxury Essential to a better understanding of luxury brands is availability of reliable and valid scales to measure the level of luxury a brand possesses and consumer perceptions of luxury value. There are a variety of reasons why widely accepted scale(s) for measuring luxury are necessary. First, as is evident from the numerous definitions of brand luxury, there exists considerable disagreement on what makes a luxury brand; making objective measurement necessary to clarify potential inconsistencies. Another important consideration in developing scales to measure luxury stems from the reality that amongst consumers and researchers it is acknowledged that not all luxury brands are equally luxurious (Vigneron and Johnson 2004). This suggests that it may be useful to view a brand’s relative luxury as existing on a continuum opposite another construct rather than as an absolute demarcation. The schemes developed thus far are presented with particular focus on those, which are most promising. While there is no generally accepted scale for measuring luxury, the scales that have drawn the most interest for measuring brand luxury appear to be Vigneron and Johnson’s (2004) BLI, and Dubois’ (2001) 33 item scale. Weidemann et al.’s (2009) scale also appears to warrant additional attention, while Miller and Miller and Mills’ (2012) scale appears to be promising but was designed for fashion brands only. Shukla and Purani’s(2012) effort is notable, but the real focus in on consumer motivation and not luxury. Key Theories Though a variety of theories are employed in the luxury marketing literature to explain the motivation for luxury consumption, a number of prominently used theories are summarized in Table 3. Though these various theories all add something slightly different to the understanding of what motivates luxury consumption, they all are largely social in nature. The oldest and perhaps most popular of these theories is conspicuous consumption which originates from Thorstein Veblen’s The Theory of the Leisure Class (1899). Veblen posits that individuals consume in a highly visible manner to signal wealth to others which infers status and power (Veblen 1899). More recently, Bearden and Eztel (1982) found that luxury goods consumed in public were more likely to be conspicuous in nature. Numerous measurement schemes have included conspicuousness as a key dimension of and motivation for consumption of luxury brands (e.g. Wiedmann 2009, Vigneron and Johnson 2004, Dubois et. al 2001). Social comparison theory has been used in a variety of ways to explain different types of luxury consumption motivation. For example, Wiedmann et al. (2009) proposes that since social comparison theory predicts that people tend to conform to majority opinion of their membership groups, that consumers may likely use a luxury brand to conform to social standards. Mandel and Cialindi(2006) find that social comparisons impact not only one’s feelings of self-satisfaction, but also preference for luxury brands. Researchers have also used social comparison theory as a way to understand how consumers engage in comparison between themselves and mass media outlets, Kamal et al. (2013) use this theory in the context of social media marketing and luxury goods. Self-concept theory is another lens scholars have used to examine luxury consumption. Self-concept comprises of how a person feels about his or herself (Gil et al. 2012) making one’s self-concept a potential motivator for luxury consumption. Luxury brands can appeal to self-concept by making consumers feel good about themselves through possession or gift giving (Shukla and Purani 2010). Recent findings have also suggested that one’s self-concept orientation can have an effect on preference for certain types luxury consumption. Kastakankis and Balabanis (2012) find that consumers with an interdependent self-concept are associated with bandwagon luxury consumption while an independent self-concept discourages this type of behavior. Consumer culture theory in general (see Arnould and Thompson 2005) and Belk’s (1988) concept of the extended-self in particular, have informed how many researchers understand luxury consumption motivation. The extended-self helps to explain the symbolic role luxury possessions have in the consumers’ lives (Han, Nunes, and Dreze 2010). Consumers use possessions to form and alter their identities in order to fit their projections of who they are and hope to be (Belk 1988). Value in the possession and consumption of luxury brands is held in the ability to extend one’s self (Hung et al. 2011). Extended-self also serves as one of the five factors in Vigneron and Johnson’s (2004) BLI scale and includes the items of leading, very powerful, rewarding, and successful to measure this factor. While some have argued that a characteristic of luxury brands is their uniqueness (e.g. Dubois et al. 2001), others have also suggested that an individual’s desire to be seen as unique is another important motivation for luxury consumption. Underlying this assertion is Snyder and Fromkin’s (1977) theory of uniqueness, which proposes that individuals develop the need to differentiate themselves from others when there is too much similarity in their social environment. Tian, Bearden, and Hunter’s (2001) concept of consumer’s need for uniqueness is derived from the theory of uniqueness. Consumer’s need for uniqueness suggests that consumers pursue differentness relative to others through the consumption of goods with the intention of developing and enhancing one’s self and social image (Tian et al. 2001). Luxury goods inherent scarcity due to high price and restricted distribution makes it an especially strong category for those attempting to display uniqueness to others (Bian and Forsythe 2012) Motivations and Reasons for Consuming Luxury Goods A consistent theme in the luxury goods marketing literature is that the motives for buying luxury brands differ from those of other types of brands. Numerous studies have explored a variety of potential motives for luxury brand consumption and findings consistently confirm that unique factors contribute to the consumption of luxury brands. At the broadest level, it has been found that luxury brands are attractive to consumers for multiple reasons. Central to the appeal of luxury brands are symbolic meanings consumers attach to them as opposed to specific product features (Han et al., 2010; Kastakanis and Balabanis 2012). More so than standard brands, luxury brands attempt to leverage the meanings consumers attach to them in order to increase sales. The motives underlying the attachment of meanings to luxury brands are a key to understanding why consumers purchase luxury brands. A summary of key articles aimed at exploring motivations for luxury consumption is provided in this section. Clearly, motives for purchasing luxury brands is drawing research interest and is in need of additional research. One longstanding factor that consistently comes up is the importance of social influence and comparisons to others as well as a desire to project a certain image to others due to status consciousness. The role of hedonic pleasure through the consumption of luxury goods has also been a point of emphasis in several studies. More recently, some studies focusing on promising additional factors, including luxury brand consumption as an expression of personal values and as a result of pride, or expressing self-confidence have produced key findings. It is also clear that some variation in motives for purchasing luxury brands has been found, such as differences between product categories, by gender, and culture, and that need more research in these areas. International/ Cross-Cultural Considerations A sub-topic that has been investigated by several researchers is whether international and cross-cultural factors have an impact on luxury brand marketers. It has been well documented that many luxury goods marketers have been successful in selling their products to high income/ high-status consumers around the world. As the market for luxury goods continues to grow consumer demand in Western developed markets have stalled in the face of recessionary trends while the appetite for luxury goods has grown in emerging economies such as China, India, Brazil, and Russia (Shukla and Purani 2012). After reviewing the literature in this area it seems that to date, the studies done on cross-cultural issues in luxury brand marketing appear to raise more questions than they solve. On one hand, it is clear that luxury brands have grown in many parts of the world, resulting in interest in whether there are significant cultural factors independent of income that drive to own luxury goods. On the other, some studies appear to show individualism vs. collectivism matters to consumers while others are suggestive of similar motives across countries. As a result, it is very much worthwhile for more studies attempting to uncover nuances as to the circumstances under which collectivism makes a difference. Moreover, additional study of factors that may vary across culture, such as the influence of country of origin, value consciousness and susceptibility to interpersonal influence as well as other cultural factors should be considered going forward. Market Segmentation for Luxury Brands The extant research on segmentation in luxury brand markets suggests that there are strong possibilities for cross-market segmentation. The findings of Ko et al. (2007,2012) and Wiedmann et al. (2009) are notable examples of such possibilities. However, it must be noted that the research conducted to data primarily focused on markets at high levels of economic development, so further research on the circumstances under which markets can be segmented cross-nationally. It is also notable that much of the research on this issue has been conducted on female subjects, and in light of the Stokberger-Sauer and Teichman (2013) findings of gender differences in Germany, more research is needed on this topic. Effective Use of Social Media for Luxury Brands Research related to social media marketing and luxury brands is reviewed and underlying themes are presented. Because of the evolving nature of social media promotion and the limited number of studies, it is difficult to draw sweeping conclusions from the literature. However, it is clear that social media can be used to build brand image and enhance purchase intention if done properly. Moreover, Kim and Ko’s (2010 and 2012) study provides a promising framework for better understanding the impact of social media programs on various outcome measures. Conclusion and Suggestions for Future Research Recent growth in the study of the luxury market has produced a body of literature that has addressed a number of important issues related to the subject. This literature highlights how the marketing of luxury brands is different than other products while raising even more questions. Future research suggestions on all the topics included are presented based on the findings and themes in the literature review.

Relationships among CEO Image, Corporate Image and Employment Brand Value in Fashion Industry.

Ko, Eunju高銀珠, charles R. Taylor, Udo Wagner and Hyun Ah Ji(池賢娥) 한국마케팅과학회 2008 마케팅과학연구 Vol.18 No.4

CEO形象和公司形象对营销十分重要,许多案例证明CEO形象直接或间接影响公司或产品价值。目前有技术带来的不同公司之间产品和服务差异化正在减小,越来越多的人根据公司形象和声誉决定购买或投资。在知识社会的今天,优秀的员工成为公司的客户,公司必须以市场的观念管理他们,如何安抚和吸引这些客户。时尚产业是最具附加值的行业,最重要资源就是人的知识和能力。然而还缺少这方面的研究。本研究具体的研究目标包括:1CEO形象(例如管理能力、可靠性或者领导力,个人魅力) 对公司形象(例如产品形象,公司的社会责任形象,公司的文化形象)的影响:2公司形象对雇佣品牌价值的影响;3CEO形象对雇佣品牌价值的影响;4公司形象是否作为CEO形象对雇佣品牌价值的中介变量。 本研究采用结构化问卷,398个便利抽样本被分为2组,包括时尚专业的大学生和从业者。用抽述性统计、因子分析、相关分析和多元回归分析和ANOVA分析。 研究结果如下。首先,CEO形象例如管理能力、可靠性或者领导力,个人魅力)对公司形象(例如产品形象,公司的社会责任形象,公司的文化形象)存在显著影响。但CEO个人魅力对产品形象和公司社会形象有影响,但不会影响公司文化形象。 其次,公司形象(例如产品形象,公司的社会责任形象,公司的文化形象)影响雇佣品牌价值,其顺序依次是公司文化形象影响企业社会责任形象和产品形象。 第三,CEO形象(例如管理能力、可靠性或者领导力,个人魅力)影响雇佣品牌形象。其顺序依次是CEO的可靠性或者领导力,CEO的个人魅力和CEO的管理能力。 第四,公司形象对CEO管理竞争力和雇佣品牌价值的关系有中介作用。公司形象在CEO的管理能力和雇佣品牌价值之间起到完全中介作用。同时,在CEO的可靠性或领导力和CEO的个人魅力之间起到部分中介作用。 本研究对时尚产业的CEO形象、公司形象和雇佣品牌价值的关系进行研究,据有重要意义,将为管理CEO、公司和 优秀员工提供有用的信息。 The CEO and the Corporate Image is considered very important in the aspect of marketing The fact that CEO image itself influences the company or value of the product directly and services between companies became difficult because the disparity in technique between companies retrenched. As a result, the rate of people who decide to purchase or invest their money based on the corporate image or reputation has been increased. Also in the knowledge society like today, the talented employees are the company's customer and the company's necessity for managing those brains of marketing perspective on how to satisfy and attract the customers is being embossed. The Fashion industry is one of the most value-added industry and in those value-added businesses, the most important factor is the human resources' knowledge power. However the study of the relationships among the CEO image, the corporate image and employment brand value in fashion industry has not been carried out yet. This research considers that dynamic relationship exists among the CEO image, corporate image and employment brand value that affects a company's main goal of pursuing benefits and intends to investigate the relationships of the three concepts. The specific purposes of this study were, 1) to analyze the impact of CEO image on a corporate image, 2) to analyze the impact of corporate image on employment brand value, 3) to analyze the impact of CEO image on employment brand value, 4) to analyze whether corporate image plays a mediating role in the relationship between CEO image and employment brand value or not. A survey design with a structured questionnaire was employed for this research. A convenience sample of 398 subjects was selected from two groups, which are university students majoring in fashion and practitioners working in fashion industry. For the data analysis, descriptive statistic (i.e., frequency, percentage), factor analysis, and multiple regression analysis were used by utilizing SPSS 12.0 for Window program. The results for this research are as follows, first, the study of the impact of CEO image (i,e., Managerial Competence, Reliability/ Leadership, Personal Attractiveness) on corporate image (i.e., Product Image, corporate Social Responsibility Image, Corporate Cultural Image) brought conclusion that the CEO image generally affected the corporate image in fashion industry. Managerial competence and Reliability/ Leadership, affected Product image, Corporate Social Responsibility Image and Corporate Cultural Image. However, while CEO's Personal Attractiveness affected Product Image and Corporate Social Responsibility Image, it did not affect Corporate Cultural Image. Second, the study of the impact of corporate image on employment brand value brought conclusion that corporate image (i,e., Product Image, Corporate Social Responsibility Image, Corporate Cultural Image) affected employment brand value. Corporate Cultural Image affected employment brand value the most and then the Corporate Social Responsibility Image and Product Image. Third, the study of the impact of CEO image on employment brand value brought conclusion that CEO image (i,e., Managerial Competence, Reliability/ Leadership, Personal Attractiveness ) affected the employment brand value. CEO's Reliability/ Leadership affected the employment brand value the most and then CEO's Personal Attractiveness and CEO's Managerial competence. Forth, the study examined whether corporate image plays a mediating role in relationship of CEO image and employment brand value and concluded that it does. Corporate image played a full mediating role between CEO's Managerial Competence and employment brand value while it played a partial mediating role between CEO's Reliability/ Leadership and CEO's Personal Attractiveness. This study is meaningful in a sense tat it examines the relationship among the CEO image, corporate image and employment brand value which has not been carried o

A RESEARCH ON THE CHARACTERISTICS OF DONGDAEMUN FASHION MARKET AND MULTICHANNEL ATTRIBUTES: FOCUSING ON CUSTOMER EQUITY

Jeonmi Ko,Minyoung Lee,Heeju Chae,Eunju Ko 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

With the diffusion of smart-phones and mobile equipment, as well as the emergence of consumption patterns like showrooming and reverse showrooming, not only online shopping, but also offline stores are becoming important. For this reason, a multichannel which simultaneously runs both offline and online channels is getting the spotlight. A multichannel means a series of activities related to selling goods and services to consumers via more than one channel (Levy & Weitz, 2011). To adapt to this change of the retail environment, the Dongdaemun market, the source of Korean mass fashion, is introducing a multichannel to manage online and offline channels together. ‘Style Nanda’, based on Dongdaemun, is a representative branding case. Having starting with an online shopping mall, ‘Style Nanda’ is now running offline stores and is planning to enter overseas markets. Another example is that of Roompacker which has grown up from an offline store in the Dongdaemun Doota Shopping Mall launched in 2005 and is now emerging as the online and offline powerful actor in the market. As mentioned above, Dongdaemun fashion market-based brands are competitive when they have a multichannel to simultaneously run offline channels, online, and mobile channels. The existing Dongdaemun fashion market-related research has been limited to the analysis of Dongdaemun market’s structural characteristics or the consumer perception of the shopping conditions (Hong & Lee, 2007; Choi & Choo, 2005). Also, most multi-channel studies have focused on the consumer perceptions depending on the channel characteristics; therefore, the studies that measured consumer responses depending on the brand characteristics are very scarce. With the change in the retail environment and the increase in the necessity of revitalizing Dongdaemun commercial districts, a study on the multi-channel properties of the Dongdaemun brands would provide many useful implications. In this context, this research aims to analyze the characteristics of the Dongdaemun market, which is offline-optimized, as well as the utilities and attributes of multichannel shopping services of Dongdaemun fashion brands. Our second aim is to provide implications for marketing. In particular, this research is focused on the effects of these attributes on value equity, relationship equity, and brand equity which are customer equity drivers of Dongdaemun fashion brand consumers. Furthermore, this research explores the effects of customer equity drivers on customer satisfaction and purchase intention. A total of 200 samples were collected to examine the effects on customer equity drivers of Dongdaemun multichannel attributions by consumers in Dongdaemun Fashion Market. The collected data were then analyzed statistically (exploratory factor analysis, reliability analysis, and descriptive statistics) with SPSS 21.0. Furthermore, AMOS 18.0 was used for confirmatory factor analysis and multiple group analysis. The results of this research will serve as a foundation for a distribution channel research to measure the characteristics of Dongdaemun and customer equity regarding a multichannel. They will also be practically helpful in establishing a strategy to introduce a multichannel of offline-centered brands.

A Study on the Regulations Concerning the Purchase Related Decision Making Factors of Interest in Beauty according to the Cosmeceutical Perception of the Tendency for Practical Consumption

Woonsil Ko(Woonsil Ko),Munseong Han(Munseong Han),Eunju Jang(Eunju Jang) J-INSTITUTE 2022 Protection Convergence Vol.7 No.2

Purpose: The purpose of this study is to examine and understand what factors influence the consumers with their practical consumption related tendency to purchase the cosmeceutical products. Method: In this study, the practical consumption related tendency, cosmeceutical perception, and the pur-chase decision making factors were measured as the dependent variables. Results: As a result of the significant study conducted on the purchase related decision making factors, first, it was confirmed that the consumers’ tendency for the practical consumption only during the discounted sales period or they make purchases by comparing the type, price, and the quality of the brands they are interested in. Second, as for the interest in beauty, the UV rays are more related to the skin aging(83%) than the need to consume the beauty related food(69.2%), and the appearance-oriented consumers responded that they are will-ing to undergo cosmetic surgeries if they need cosmetic surgeries(8.8%). Third, the perception of cosmeceuticals demonstrated the preference for natural cosmetics(68.1%) and the scientific evidence(65.9%). Lastly, the decision to purchase cosmeceuticals demonstrated the importance in the order of all ingredients(88.7%), effective-ness(87.6%), eco-friendliness(87.2%), stability(86.8%), and mental effects on the fragrance(84%), respectively. The direct, indirect, and the total effects of cosmeceutical perception were significant as the purchase related decision making factors according to the interest in beauty, and the correlation analytical result and the confirm-atory analysis of the research model were significant as a positive(+) relationship. Conclusion: As a result of such study conducted, cosmeceutical is a word which divides the quality of functional cosmetics, and the producers need to form a market which could commercialize and provide the customer needs, and according to the consumer preferences, capacity, fragrance, ingredients and efficacy, and correlation with skin, the originality and value of the study may be recognized since it has derived the implications for the development of cosmeceutical products which may be positioned through the studies.

MULTI-CHANNEL ATTRIBUTES OF TRADITIONAL MARKET FASHION BRANDS

Jeonmi Ko,Eunju Ko,Hyun Min Kong 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

The market distribution channels has changed from single to multi-channels due to the diffusion of digital development products. In addition the new consumption emergence has been applied in showrooming and reverse-showrooming. One of well-known shopping district in South Korea, Dongdaemun, has been introduced Dongdaemun-based fashion brand which use on/offline multi-channel distribution. This study aims to segment multi-channel attributes of Dongdaemun-based fashion brands and analyse the effects of customer equity attributes, customer satisfaction, and re-purchase intention. The goals of this study are as follows: 1) to identify multi-channel attributes of Dongdaemun-based fashion brands, 2) to analyse the influence of multi-channel attributes on customer equity, customer satisfaction, and repurchase intention, 3) to explore the consumer group differences on shopping orientation. This study applied means-end chain theory to conduct in-depth interviews for the purpose of deriving the multi-channel attributes of Dongdaemun-based fashion brands and explore the influence of such attributes on customer equity, customer satisfaction, and re-purchase intention. This study collected 493 samples and structural equation modeling was used for final data analysis. The main findings of this study are as follows. The multi-channel attributes have a significant impact on value equity and brand equity. Relationship equity is influenced by product diversity, entertainment, and informativeness. The all of customer equity drivers have significantly impacts on repurchase intention and only brand equity have significant effect on repurchase intention. Also, customer satisfaction affects re-purchase intention. Brand equity have a significant influence on CLV. The consumers group differ in how consumers recognize multi-channel attributes of Dongdaemun-based fashion brands, based on channel preference. This study shows the importance of customer equity and suggests long-term implications for the development of Dongdaemun-based fashion brands.

THE STUDY OF CONSUMER ATTITUDES BY YOUTUBE INFLUENCER CHARACTERISTICS

Eunju Ko,Jihye Yu 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11

The Influence of Country of Origin and Band Image on Consumers" Purchase Intention - A Study on Sports Shoes Market

Ko Eunju,Hao Zhang 한국마케팅과학회 2006 한국마케팅과학회 학술대회 발표 논문집 Vol.- No.-

Most of developing and especially underdeveloped countries have the problems with the economic growth because they face the problems of finding the market for their products. Developed/advanced countries such United State or Japan have gained the advantages of home country bias. A consumer prefers to buy the products from the developed countries rather than developing or underdeveloped counties. The gaps between developed counties and developing/underdeveloped countries are very big. A study of country of origin effects has been begun since the 1960s, however most these researches involve in more developed countries. Therefore, this study tries to seek for investigating the consumers" attitudes and purchasing intention in new developed and underdeveloped country―Korea and China―on the sports shoes. This study also examines lifestyle and perception of products" quality and price of sports shoes from different sources.

Product Attributes' Effects on Perceived Values and Repurchase Intention in Korea, USA, and France

Ko, Eunju,Lee, Mi-Ah,Lee, Min Young,Phan, Michel,Kim, Kyung Hoon,Hwang, Yoo Kyung,Burns, Leslie Davis Informa UK (Taylor Francis) 2011 마케팅과학연구 Vol.21 No.3

Exploring SNS as a consumer tool for retail therapy: explicating semantic networks of 'shopping makes me happy (unhappy)' as a new product development method

Ko, Eunju,Chun, Eunha,Song, Sangah,Mattila, Pekka Taylor Francis 2015 마케팅과학연구 Vol.25 No.1

Korean Beauty in a Global Cultural Context*

Ko, Eunju,Chun, Eunha,Lee, Seulgi Informa UK (Taylor Francis) 2011 Journal of Global Fashion Marketing Vol.2 No.4