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http://dx.doi.org/10.5762/KAIS.2021.22.3.303

A Comparative Study on Consumer Groups based on Consumers' Attitude and Purchase Intention of Luxury and Masstige Brands, and Counterfeits  

Bang, Junghae (College of Business Administration, Kookmin University)
Kim, Min Sun (College of Global Business Administration, Hyupsung University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.22, no.3, 2021 , pp. 303-309 More about this Journal
Abstract
This study examined how consumers in their 20s and 30s perceive luxury goods, masstige brands, and counterfeits, which have high social value, and whether the propensity for conspicuous consumption and conformity can explain them. Consumers were classified based on the similarity of attitudes toward these brands and purchase intentions. The groups were compared on the sub-dimensions of conspicuous consumption and conformity. Clustering analysis identified four groups, and the MANOVA result confirmed the differences among the groups. Personality (F=4.282, p=.006) and brand orientation (F=23.178, p=.000) were positively related to luxury and masstige brands. Fashion orientation (F=8.376, p=.000) was high for both groups, which likes luxury and masstige brands very much, and which likes counterfeits. High-price orientation did not make any significant difference among the groups. Conformity (F=3.537, p=.015) was high for all the groups, except for the group that liked luxury and masstige brands and did not like counterfeits. This study comprehensively examined the attitudes and purchase intentions of luxury and masstige brands and their counterfeits and can be the groundwork for further research on brand categorization.
Keywords
Luxury Brand; Masstige Brand; Counterfeits; Propensity for Conspicuous Consumption; Clustering analysis;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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