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타인의식적 소비성향이 브랜드 충성도에 미치는 영향: 명품브랜드를 대상으로

Author

조윤기, 이상민

Journal Title

한국심리학회지: 소비자·광고

Publication Year

2008

Topics

#Business and Management

Summary

This study focused on the consumption of luxury brands and proposed a luxury brand asset evaluation model from the perspective of the consumer-brand relationship, aiming to identify the role of material factors in consumer asset evaluation and their relationship with the brand. The analysis revealed that experienced luxury brand consumers showed higher relationship maintenance and loyalty compared to inexperienced consumers, and brand quality level induced immersion and loyalty.

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