FLAGSHIP STORE STRATEGY FOR BRAND BUILDING — COMPARISON BETWEEN LUXURY BRANDS AND SPA BRANDS —

Shin’ya Nagasawa,Norihiro Suganami 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11

FLAGSHIP SHOP STRATEGY FOR BRAND BUILDING: — CASE OF UNIQLO —

Shin‘ya Nagasawa,Norihiro Suganami 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

THE INFLUENCE OF STORE LOCATION PRESTIGE ON THE PERCEIVED STATUS OF LUXURY AND NON-LUXURY BRANDS

Ken Kumagai,Shin’ya Nagasawa 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

When apparel brand managers attempt to raise their brand value, store location is a big concern since they consider it to influence their brand value. Brand managers expect that their store operations in high status location will raise brand status and attractiveness even when the expected rate of return directly generated by the store is very low. In this case, they regard the new store as an effective brand contact point of their marketing communication and expect its comprehensive impact on their business to be positive. In actual business, however, this influence is difficult to compute quantitatively but common to estimate based on brand managers’ experiences: this creates uncertainty for apparel companies whether their investment in the new store is appropriate or not. Besides, it is not certain whether non-luxury brand status is raised by store location status as with luxury brands where store location status is identified as a key marketing driver (Kapferer and Bastien, 2012). This paper focuses on the status of shopping malls and adjacent stores as store location factors and assesses their effects on perceived brand status. In this study, consumer research on three brands with different characteristics (a luxury, a non-luxury, and an unknown brand) was conducted in Japan and the variation of perceived brand status and attractiveness in four location frames (two levels of shopping mall status × two levels of adjacent store status) was analyzed. The result of Analysis of Variance (ANOVA) suggests store location prestige influences perceived brand status and attractiveness of luxury brands more than in the case of non-luxury ones. Moreover, store location status is confirmed to influence unknown brands only very slightly. This result implies that raising the status of non-luxury is difficult just by constructing a new store in high status location following luxury strategy. Also, it may be impossible for a brand whose status is not high to pretend to be a high status brand by launching a new store in high status location of the new market.

THE INFLUENCE OF CULTURAL CAPITAL ON INCONSPICUOUS LUXURY MOTIVATIONS: AN INDIVIDUAL DIFFERENCES' PERSPECTIVE

Yingyu Li,Shin’ya Nagasawa 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

The purpose of this paper is to explore underlying antecedents for inconspicuous luxury motivations by developing and testing a conceptual model under the self-concept mechanism with the influence of cultural capital. A questionnaire-based survey is used to collect data, and structural equation modeling is applied to analyze the data. Although growing interests in academia focus on the relationship between cultural capital and inconspicuous luxury, quantitative studies are scant. This research contributes to the literature by empirically investigating the impact of cultural capital in the relationship within the construct of consumers’ self-concept and inconspicuous luxury motivations.

Effects of perceived luxury value and use of sustainable polyester on brand trust, perceived quality risk, and consumers’ brand evaluation

Kumagai Ken,Nagasawa Shin’ya 한국마케팅과학회 2023 Journal of Global Fashion Marketing Vol.14 No.2

The study examines consumers’ brand evaluation when a sustainable polyester based on new bottle recycling technology is used in the fashion sector. Additionally, the study assesses the luxury value priorly perceived from a brand and its effect on con- sumers’ brand evaluations based on this sustainable development type. According to 440 samples collected in Japan, structural equa- tion modeling reveals that the use of sustainable polyester increases perceived quality risk toward a product. The data also show that perceived luxury brand value complementarily reduces this risk perception and increases brand trust, thereby contributing to consumers’ brand attitude and purchase intention. Additionally, these effects of perceived luxury value on brand trust and perceived risk are found even in the case of low-luxury brands. According to the data, by building/enhancing luxury brand attributes prior to launching sustainable projects, companies are likely to increase the desirable consumers’ brand evaluation based on brand-related sustainable development thereafter. The results imply that luxury firms can play a leading role in sustainable development because their brand attributes inhibit consumers’ risk perceptions of this new industrial product. Meanwhile, the data imply that companies cannot instantly increase brand trust through the launch of sustain- able products, although environmental sustainability is socially desirable.

BRAND MARKING PRESENCE AS THE INDICATION OF A LUXURY’S CONSPICUOUSNESS; A SYSTEMATIC LITERATURE REVIEW

Felicia Caitlin,Shin’ya Nagasawa 글로벌지식마케팅경영학회 2021 Global Fashion Management Conference Vol.2021 No.11

Consumers’ perceptions of store location effect on the status of luxury, non-luxury, and unknown apparel brands

Ken Kumagai,Shin’ya Nagasawa 한국마케팅과학회 2017 Journal of Global Fashion Marketing Vol.8 No.1

When apparel brand managers attempt to raise their brand value, store location status is their major concern since they consider it one way to infl uence their brand value. This research focuses on the status of shopping malls and adjacent stores as store location factors and assesses their eff ects on perceived brand status. In this research, two consumer surveys on apparel brands with diff erent characteristics (luxury, non-luxury, and unknown brands) were conducted in Japan and the variation of perceived brand status and attractiveness in diff erent store location frames was analyzed. The result of an Analysis of Variance (ANOVA) suggests store location infl uences perceived brand status and attractiveness of luxury brands more than in the case of non-luxury ones. Moreover, store location status is confi rmed to infl uence unknown brands only very slightly. This result implies diffi culties in raising the status of non-luxury and unknown brands just by constructing their stores in high-status locations following the luxury strategy.

Moderating effect of brand commitment on apparel brand prestige in upward comparisons

Kumagai Ken,Nagasawa Shin’ya 한국마케팅과학회 2021 Journal of Global Fashion Marketing Vol.12 No.3

This study explores the location effect on consumers’ perceptions of a particular apparel brand’s prestige when a fashion store is operated adjacent to the apparel boutiques of other prestigious brands. It also aims to examine variations in this effect according to consumers’ brand commitment levels. Via a survey conducted in Japan, the influence of prestige disparity between a particular apparel brand and adjacent brands on perceived brand prestige was assessed across different store location frames. The data reveal that a consumer perceives a particular brand prestige to be higher than before when the prestige of its adjacent brand is moderately higher than its own (assimilation), while this effect disappears once the prestige disparity becomes large. The data also suggest that the assimilation effect is more obvious when a consumer’s calculative brand commitment is high, while the influence of his/her affective commitment level is insignificant. These results suggest that managers should assess whether the prestige disparity is adequate between their brands and adjacent ones and take note of calculative commitment levels of target consumers to predict the location effect on their brand equities.

The effect of selective store location strategy and selfcongruity on consumers’ apparel brand attitudes toward luxury vs. non-luxury

Ken Kumagai,Shin’ya Nagasawa 한국마케팅과학회 2017 Journal of Global Fashion Marketing Vol.8 No.4

This research discusses the eff ect of selective store location strategy on consumers’ brand attitudes, its variation based on brand luxuriousness, and consumers’ psychological mechanisms underlying this choice. To test the selective location eff ect, consumers’ perceptions of three apparel brands with diff erent characteristics (well-known luxury, wellknown non-luxury, and unknown brand) were assessed. Self-congruity theory was employed to discuss the psychological mechanism of brand attitude formation. The result of analysis of variance and structural equation modeling on 312 cases collected in Japan showed selective store location infl uenced consumers’ luxury brand attitudes positively, while its impact was negative in the non-luxury case. In addition, its eff ect on the unknown brand was not signifi cant. The selective location also contributed ideal social self-congruity with brand user imagery, while its impact was negative on actual selfcongruity. Moreover, ideal social self-congruity contributed luxury attitude: In the non-luxury case, its impact was negative, while the impact of actual self-congruity was positive: Self-congruity aff ected the unknown brand very slightly. This result implies non-luxury brand equity is hard to increase via selective location strategy, while this approach may be eff ective for luxury. Our results also suggest the ability of self-congruity and brand luxuriousness to predict the selective location eff ect.

A Comparative Study of Consumer Demand for High-Value Product Quality

( Kana Sugimoto ),( Shin`ya Nagasawa ) 한국품질경영학회 2015 한국품질경영학회 학술대회 Vol.2015 No.2

Purpose This study compares consumers`` demand for high-value product quality. In this regard, the globalization of markets and the maturation of consumers have caused a change in demand for product quality. Companies are struggling to compete in a global market where consumers have different product-quality demands. The purpose of analyzing consumer data from the East and West can suggest what companies should and should not do to meet the rapidly changing needs of consumers worldwide. Methodology This study focuses on top luxury brands. These are ideal examples of product quality and value quality management. Such management contributes to the retention of competitiveness in today``s market. In this context, we use a literature survey of 18 luxury brand products and conduct a quantitative survey in Europe and Japan. Findings The findings illustrate differences in product quality perception among consumers, particularly with regard to high-value products such as luxury brands. Originality This study is unique because it focuses on high-value products and compares consumers from the East and West.