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http://dx.doi.org/10.5762/KAIS.2017.18.7.249

The structural relationship between brand consistency and intention to purchase luxury fashion products: with a focus on the mediating effect of self-construal  

Lee, Jung-Hyun (Division of Air Service Management, Howon University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.18, no.7, 2017 , pp. 249-256 More about this Journal
Abstract
Luxury goods products have a steady stream of consumers, and the latest trend is the sell and purchase markets. The consumers age groups also vary widely. This research examined the mediating effect of self-construal of the relationship between brand consistency and intention to purchase luxury fashion products. The analysis classified the brand consistency of luxury fashion products as social, actual, and the deal. First, the order of consistency that had an effect on self-construal appeared in the order of social cohesion, actual coincidence, and ideal coincidence. Second, an analysis of mediating effect of self-construal showed that only self-construal appeared to have a partial mediating effect on the relationship between the intention to purchase and the actual and ideal consistency. Such result can be interpreted as that when purchasing luxury fashion products, consumers have a tendency to desire that the brand would express their personal image and that it would match the perception they had of the brand, rather than a tendency to perceive the brand as a tool to help them perform their desired social role. These results suggest that consumers who consume the brand desire to have their personalities and subjective environmental conditions well expressed.
Keywords
luxury fashion; brand consistency; social self-consistency; ideal consistency; desire to purchase;
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Times Cited By KSCI : 1  (Citation Analysis)
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