Key factors of emerging luxury brand construction: Empirical case study of korloff

Zhiqing Jiang, Shinya Nagasawa

Research output: Contribution to journalArticle

Abstract

The luxury goods market has been expanding worldwide since the early 1990s. In the marketplace, there are new entrants (emerging luxury brands) reputed to be leading luxury brands, especially designer brands, which neither provide new luxury like Coach, nor are similar to traditional luxury brands, such as Louis Vuitton. In this research, an emerging luxury brand also refers to a brand that provides luxury goods in or above the intermediate level of the luxury goods products hierarchy and was established in or after the 1970s. The purpose of this paper is to propose a conceptual framework for emerging luxury brand construction. It (1) defines luxury and emerging luxury brand, (2) reviews the theoretical basis of luxury goods and the brand strategy of luxury goods, (3) frames the nexus between luxury brand attributes and brand image, (4) conducts consumer survey and data mining, and (5) discusses and concludes the research. This research includes qualitative research (a semistructured interview) and quantitative research (exploratory factor analysis and regression analysis). The results show that the location and atmosphere of luxury stores, E-commerce, online ads and newsletters, origin, iconic products, symbols, and PR events have positive effects on consumers' impression of emerging luxury brands.

Original languageEnglish
Pages (from-to)607-614
Number of pages8
JournalJournal of Advanced Computational Intelligence and Intelligent Informatics
Volume20
Issue number4
DOIs
Publication statusPublished - 2016

Fingerprint

Electronic commerce
Factor analysis
Regression analysis
Data mining

Keywords

  • Case study
  • Emerging luxury brand
  • Korloff
  • Luxury

ASJC Scopus subject areas

  • Artificial Intelligence
  • Computer Vision and Pattern Recognition
  • Human-Computer Interaction

Cite this

@article{a9ee79872b6245ad9be408033d887695,
title = "Key factors of emerging luxury brand construction: Empirical case study of korloff",
abstract = "The luxury goods market has been expanding worldwide since the early 1990s. In the marketplace, there are new entrants (emerging luxury brands) reputed to be leading luxury brands, especially designer brands, which neither provide new luxury like Coach, nor are similar to traditional luxury brands, such as Louis Vuitton. In this research, an emerging luxury brand also refers to a brand that provides luxury goods in or above the intermediate level of the luxury goods products hierarchy and was established in or after the 1970s. The purpose of this paper is to propose a conceptual framework for emerging luxury brand construction. It (1) defines luxury and emerging luxury brand, (2) reviews the theoretical basis of luxury goods and the brand strategy of luxury goods, (3) frames the nexus between luxury brand attributes and brand image, (4) conducts consumer survey and data mining, and (5) discusses and concludes the research. This research includes qualitative research (a semistructured interview) and quantitative research (exploratory factor analysis and regression analysis). The results show that the location and atmosphere of luxury stores, E-commerce, online ads and newsletters, origin, iconic products, symbols, and PR events have positive effects on consumers' impression of emerging luxury brands.",
keywords = "Case study, Emerging luxury brand, Korloff, Luxury",
author = "Zhiqing Jiang and Shinya Nagasawa",
year = "2016",
doi = "10.20965/jaciii.2016.p0607",
language = "English",
volume = "20",
pages = "607--614",
journal = "Journal of Advanced Computational Intelligence and Intelligent Informatics",
issn = "1343-0130",
publisher = "Fuji Technology Press",
number = "4",

}

TY - JOUR

T1 - Key factors of emerging luxury brand construction

T2 - Empirical case study of korloff

AU - Jiang, Zhiqing

AU - Nagasawa, Shinya

PY - 2016

Y1 - 2016

N2 - The luxury goods market has been expanding worldwide since the early 1990s. In the marketplace, there are new entrants (emerging luxury brands) reputed to be leading luxury brands, especially designer brands, which neither provide new luxury like Coach, nor are similar to traditional luxury brands, such as Louis Vuitton. In this research, an emerging luxury brand also refers to a brand that provides luxury goods in or above the intermediate level of the luxury goods products hierarchy and was established in or after the 1970s. The purpose of this paper is to propose a conceptual framework for emerging luxury brand construction. It (1) defines luxury and emerging luxury brand, (2) reviews the theoretical basis of luxury goods and the brand strategy of luxury goods, (3) frames the nexus between luxury brand attributes and brand image, (4) conducts consumer survey and data mining, and (5) discusses and concludes the research. This research includes qualitative research (a semistructured interview) and quantitative research (exploratory factor analysis and regression analysis). The results show that the location and atmosphere of luxury stores, E-commerce, online ads and newsletters, origin, iconic products, symbols, and PR events have positive effects on consumers' impression of emerging luxury brands.

AB - The luxury goods market has been expanding worldwide since the early 1990s. In the marketplace, there are new entrants (emerging luxury brands) reputed to be leading luxury brands, especially designer brands, which neither provide new luxury like Coach, nor are similar to traditional luxury brands, such as Louis Vuitton. In this research, an emerging luxury brand also refers to a brand that provides luxury goods in or above the intermediate level of the luxury goods products hierarchy and was established in or after the 1970s. The purpose of this paper is to propose a conceptual framework for emerging luxury brand construction. It (1) defines luxury and emerging luxury brand, (2) reviews the theoretical basis of luxury goods and the brand strategy of luxury goods, (3) frames the nexus between luxury brand attributes and brand image, (4) conducts consumer survey and data mining, and (5) discusses and concludes the research. This research includes qualitative research (a semistructured interview) and quantitative research (exploratory factor analysis and regression analysis). The results show that the location and atmosphere of luxury stores, E-commerce, online ads and newsletters, origin, iconic products, symbols, and PR events have positive effects on consumers' impression of emerging luxury brands.

KW - Case study

KW - Emerging luxury brand

KW - Korloff

KW - Luxury

UR - http://www.scopus.com/inward/record.url?scp=84979642834&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84979642834&partnerID=8YFLogxK

U2 - 10.20965/jaciii.2016.p0607

DO - 10.20965/jaciii.2016.p0607

M3 - Article

AN - SCOPUS:84979642834

VL - 20

SP - 607

EP - 614

JO - Journal of Advanced Computational Intelligence and Intelligent Informatics

JF - Journal of Advanced Computational Intelligence and Intelligent Informatics

SN - 1343-0130

IS - 4

ER -