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Increasing customer equity of luxury fashion brands through nurturing consumer attitude

机译：通过培养消费者的态度来增加奢侈品时尚品牌的客户权益

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摘要

The global luxury industry has seen steady growth for the last 15 years. It is one of the most attractive and profitable industries. Asia became the most potential region where the average income has risen significantly. Korea is one of the most attractive luxury markets in Asia. This study examines consumers' attitudes toward luxury brands and the relationship among attitude toward luxury brands, drivers of customer equity and customer lifetime value in Korea. Results of data analysis indicate that experiential need and fashion involvement are important antecedents of participants' attitude toward luxury brands. Attitude toward luxury brands positively influences luxury brand equity and value equity. This research finds that there is no significant relationship between attitude toward luxury brand and relationship equity. And as we expected, customer equity positively influences customer lifetime value.
机译：在过去的15年中，全球奢侈品行业一直稳定增长。它是最有吸引力和最有利可图的行业之一。亚洲成为最有可能实现平均收入大幅增长的地区。韩国是亚洲最具吸引力的奢侈品市场之一。这项研究调查了韩国消费者对奢侈品牌的态度以及对奢侈品牌的态度，客户权益的驱动因素和客户生命周期价值之间的关系。数据分析结果表明，体验需求和时尚参与是参与者对奢侈品牌态度的重要先决条件。对奢侈品牌的态度会积极影响奢侈品牌资产和价值资产。该研究发现，对奢侈品牌的态度与关系资产之间没有显着的关系。正如我们预期的那样，客户权益对客户生命周期价值产生积极影响。

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  • 来源
    《Journal of Business Research》 |2012年第10期|p.1495-1499|共5页
  • 作者

    Kyung Hoon Kim; Eunju Ko; Bing Xu; Yoosun Han;

  • 作者单位

    Department of Business Administration, Changwon National University, 9 Sarimdong, Gyeongnam, 641-773, Republic of Korea;

    Department of Clothing and Textiles, Yonsei University, 262 Seongsanno, Seodaemun-gu, Seoul, 120-749 Republic of Korea;

    Department of Clothing and Textiles, Yonsei University, 262 Seongsanno, Seodaemun-gu, Seoul, 120-749 Republic of Korea;

    Department of Business Administration, University of Illinois at Urbana Champaign, 350 Wohlers Hall, 1206 South Sixth Street, Champaign, IL 61820, USA;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    attitude toward luxury brands; customer equity; customer lifetime value; value equity; brand equity;

    机译：对奢侈品牌的态度;客户资产;客户生命周期价值;价值权益;品牌资产;

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