명품 브랜드 가치가 친숙성과 충성도에 미치는 영향- 밴드웨건 효과의 조절 효과를 중심으로- = The Impact of Luxury Brand Values on Brand Familiarity and Brand Loyalty - Focusing on the Moderating Effect of the Bandwagon Effect-

다국어 초록 (Multilingual Abstract)

As the luxury consumption culture shifts due to the growth of the luxury market and changes in consumer values and desires, this study aims to investigate the impact of luxury brand value on familiarity and loyalty, and to identify the moderating effect of the bandwagon effect in this process. To this end, an empirical study was conducted and verified through a survey. The results of the empirical research are summarized as follows: First, luxury brand value exhibited multidimensional characteristics consisting of functional, emotional, economic, and social values. Second, the emotional, economic, and social values of luxury brands each had a positive (+) effect on luxury brand familiarity. Third, all four dimensions of luxury brand value—functional, emotional, economic, and social—had a positive (+) impact on luxury brand loyalty. Fourth, luxury brand familiarity was found to have a positive (+) effect on brand loyalty. Fifth, the positive (+) effect of brand familiarity on luxury brand loyalty was diminished by the bandwagon effect.These findings suggest that familiarity with a luxury brand is not only essential for forming relationships with customers who possess strong loyalty but also plays a crucial role in building an emotional bond between the customer and the brand.