Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study on Korean and Japanese Consumers' Attitudes and Consumer Knowledge about Luxury Brands

한국과 일본 소비자의 명품 브랜드에 대한 태도 및 소비자 지식에 관한 연구

  • Park, Jin-A (Dept. of Clothing & Textiles, Yonsei University)
  • Received : 2010.06.07
  • Accepted : 2010.08.12
  • Published : 2010.08.31
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Abstract

This study is to understand the characteristics of Korean and Japanese consumers by analyzing the relation among consumer attitudes, concepts, and knowledge about luxury brands. In addition, the present study is to help to establish more effective marketing strategies for luxury companies by providing new data based on consumer knowledge. The author conducted a survey on a total of 816 male/female Korean and Japanese subjects ranging in age from 20 to 50s. The results of this study are as follows: First, Korean consumers have more positive attitudes toward luxury brands than Japanese consumers. Second, regarding the concepts about luxury brands, Korean consumers have concepts of luxury such as "involvement" "symbol of status" "scarcity" and "hedonism"and Japanese consumers have concepts such as "involvement" "ostentation" "high value"and "ornamentation" Third, Korean consumers are more confident in their knowledge and experiences about luxury brand consumption than Japanese consumers. The subjective knowledge has positive impacts on consumer attitudes toward luxury brands and becomes one of the reasons for the friendlier attitudes of Korean consumers toward luxury brands, compared to Japanese consumers. Fourth, the level of objective knowledge of Korean and Japanese consumers is high; but there is no statistically significant difference in the two countries.

Keywords

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