Effect on Consumption values and brand identification, brand attachment, customer happiness study on the relationship between

• 발행기관: 한국유통과학회
• 저자명: Chang Won Lee Kyu Yeol Shim Myung Hee Jung
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2014 International Conference on Business and Economics (ICBE 2014), 421~421쪽, 전체 1쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.07.31

영문 초록

In this study, the consumption value of luxury brands in the consumer market and brand identification, brand attachment and consumers evaluate the relationship between happiness. The results are as follows. First, the Value of hedonic value and quality of personal brand identification positively affects a significant, conspicuous brand identification and social value and social value of the positive (+) showed a significant effect. Second, the personal brand identification and brand identification of social attachment to the brand positively influence appeared, the last consumer brand attachment is happy to positively influence. Based on this empirical analysis, effective marketing strategies in order to present a few practical implications, if follows. First, brand identification, depending on the type of the effect of luxury brands, the consumption value was confirmed that appears differently. Thus, consumption of luxury brands have a private value- oriented consumers who have a sensitivity to tradition and craftsmanship and reflects an advertisement or promotion strategy will require others to have value-oriented consumers, the consumption symbolism and prestige, respectability consciousness promote strategies that reflect needed. Second, this study identifies the social brand personal brand identification is higher than the impact on brand attachment was investigated higher. Therefore, luxury brands, luxury brands among consumers and companies have to make a higher attachment to enhance personal identification should be a marketing strategy. For example, a consumer's unique experience and memories, personal sensitivity to stimuli inherent in advertising and promotion strategies can be considered.

목차

Abstract

키워드

Consumption Value brand identification brand attachment customer happiness luxury brands