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 language | English |
|---|---|
| Pages (from-to) | 607-614 |
| Number of pages | 8 |
| Journal | Journal of Advanced Computational Intelligence and Intelligent Informatics |
| Volume | 20 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - 2016 |
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Keywords
- Case study
- Emerging luxury brand
- Korloff
- Luxury
ASJC Scopus subject areas
- Artificial Intelligence
- Computer Vision and Pattern Recognition
- Human-Computer Interaction
Cite this
Key factors of emerging luxury brand construction : Empirical case study of korloff. / Jiang, Zhiqing; Nagasawa, Shinya.
In: Journal of Advanced Computational Intelligence and Intelligent Informatics, Vol. 20, No. 4, 2016, p. 607-614.Research output: Contribution to journal › Article
}
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 -