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

Zhiqing Jiang, Shinya Nagasawa

研究成果: Article査読


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.

ジャーナルJournal of Advanced Computational Intelligence and Intelligent Informatics
出版ステータスPublished - 2016

ASJC Scopus subject areas

  • 人工知能
  • コンピュータ ビジョンおよびパターン認識
  • 人間とコンピュータの相互作用


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