• The Research Journal of the Costume Culture
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• v.24 no.5
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• pp.697-708
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• 2016

The term used to describe consumer's valuation of a brand is brand equity. One concept that can be managed and may impact valuation of a prestige brand is "luxuriousness." As the concept of "luxuriousness" appears to be a key factor contributing to the equity of a prestige brand, the purpose of this study was to examine how luxuriousness is related to the brand equity utilizing a model developed by Yoo, Donthu, and Lee (2000). Yoo et al. (2000) identified three dimensions [brand association with awareness (BA), perceived quality (PQ), brand loyalty (BL)] accounted for the equity (OBE) of a brand. We speculated that the five dimensions of luxuriousness (i.e., quality, extended self, hedonism, accessibility, and tradition) would selectively influence the two dimensions of brand equity (BA, PQ) and that loyalty would mediate the relationship between the two dimensions of brand equity (BA, PQ) and overall brand equity. A total of 502 participants aged from 18 to 74 were surveyed in USA. Using AMOS 18, the path analysis was conducted with the maximum-likelihood estimation procedure. The model exhibited a good fit with the data and all hypotheses were supported except one. Quality, accessibility, and hedonism dimensions of luxuriousness affected perceived quality of the equity of a brand. Hedonism and extended self dimensions affected brand association with awareness. However, tradition dimension did not significantly influence brand association with awareness. Overall, this research expands understanding of brand equity as it documents the contributions of luxuriousness, a component that can be controlled by brand managers.

• Journal of the Ergonomics Society of Korea
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• v.25 no.2
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• pp.187-196
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• 2006

This study aims to develop luxuriousness models based on both users' subjective feelings and objective material characteristics of automobile crash pad using Kansei engineering approach. Based on the results of literature survey and FGI, 12 Kansei variables describing look-and-feel and touch feel and crash pad design variables were extracted for systematically developing both a conceptual model of luxuriousness and a questionnaire for Kansei evaluation. A total of 41 various crash pad samples and 60 participants(customers: 30, designers: 30) were employed to evaluate the crash pad samples using the questionnaire with 9-point semantic differential scale and 100-point modified magnitude estimate scale. Based on the survey results, luxuriousness models were developed by using regression and quantification I method. In addition, they were compared and contrasted with respect to the relative importance of Kansei variables. Consequently, the developed luxurious model could suggest the preferred combination of material properties of crash pad.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.6
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• pp.1-14
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• 2018

As interest and consumption of luxury goods have become more popular, luxury goods market is growing rapidly. Consumers can acquire psychological satisfaction with material abundance by purchasing and using luxury goods. Also, from the view of corporations, luxury goods have price inelastic characteristics, so they can enjoy price premium and it is good to produce good performance. That is the reason why they should pay much attention to securing luxuriousness. This study examined the establishment of brands luxuriousness in Korean SMEs. First, it examined the world market of luxury goods industry and the present condition of Korean market. Then it identified the constituents of luxuriousness by examining the prior studies and related literatures, and designed a research model based on the theoretical grounds to suggest the methods of brand luxuriousness building of Korean SMEs. Luxuriousness can be defined as the attribute of product that distinguishes luxury goods from other products by consumers' perceptions, and the factor that provides situational benefits that motivate consumers' purchasing behavior. In this study, I identified the sub-dimensions of luxuriousness according to whether there are product related attributes and consumers' benefit in consideration of the problems of existing studies. Product related luxuriousness are classified into superiority(functional benefit) and scarcity(experiential benefit), while non-product related luxuriousness are classified into differentiation(symbolic benefit) and traditionality(exclusive benefit). The following are the ways to build brand luxuriousness. First, company can use product factors. High quality, excellent design, high recognized brand with strong, favorable and unique images can enhance the luxuriousness of brand. Second, company can use price factors. Consumers tend to perceive luxury goods as high-priced items, so lowering the price of product can undermine the luxuriousness of product. Third, company can use distribution factors. It is effective for making consumers to perceive the differentiation and scarcity of luxuriousness through limited distribution channel. In addition, store atmosphere suitable for luxury brands should be created. Fourth, company can use promotion factors. The more consumers are exposed to advertisements, the more positive attitudes toward luxury brands are made, and consumers recognize luxuriousness higher. Price promotion negatively affects consumers' perception of luxuriousness. Fifth, company can use corporate factors. Consumer evaluations of products are influenced not only by the product attributes but also by the corporate association and corporate image surrounding the product. Considering the existing researches, it is possible to enhance the brand luxuriousness through high corporate competence and good corporate reputation. In order to increase the competence of the enterprise, it is useful to approach multidimensionally in relation with the knowledge creation capability. In corporate reputation, the external stakeholders' reputation is important, but the internal members' reputation is also important. Korean SMEs will be able to build brand luxuriousness by establishing marketing strategies as above and/or mix(integrate) them according to the situation.

• Journal of the Ergonomics Society of Korea
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• v.25 no.2
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• pp.161-172
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• 2006

This study aims to compare and contrast the Kansei modeling methods for building a luxuriousness model that people feel about appearance of mobile phones. For the evaluation based on Kansei engineering approaches, 15 participants were employed to evaluate 18 mobile phones using a questionnaire. The results of evaluation were analyzed to build luxuriousness models through quantification I method, neural network, and decision tree method, respectively. The performance of Kansei modeling methods was compared and contrasted in terms of accuracy and predictability. The result of comparison of modeling methods indicated that model accuracy and predictability was closely related to the number of variables and data size. It was also revealed that quantification I method was the best in terms of model accuracy while decision tree method was the best modeling method with small variance in terms of predictability. However, it was empirically found that quantification I method showed extremely unstable predictability with small number of data. Consequently, it is expected that the research findings of this study might be utilized as a guideline for selecting proper Kansei modeling method.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.11 no.4
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• pp.191-203
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• 2016

This purpose of this study is to academically define what "luxury products" mean, and to clarify the cognitive structural relationship between corporate attributes and "luxuriousness" in relation to the determinant of luxuriousness that eventually affects the purchase intention of consumers. This study is also written under the theory that luxuriousness leads to benefits such as functional benefit, experiential benefit, symbolic benefit, and exclusive benefit; which all provide core values to consumers and serve as effect factors that influence the psychological satisfaction of consumers. The commonly discussed measure of the determinant of luxuriousness has often failed to adequately describe the reasons to why the consumers prefer luxury products. This study also aims to suggest a new path in how and what the consumers perceive as luxury products, and to conceptualize what luxuriousness means in the marketing perspectives on the background of a previous theory. The part of corporate attributes are divided in the following sections: corporate ability(CA) and corporate reputation(CR). The part of the determinant of luxuriousness is divided in sections of superiority, scarcity, differentiation, and traditionality. Therefore, this study used the theoretical concept used in such common measures as well as 282 examples to empirically analyze the relationship between corporate attributes and luxuriousness of luxury products, and how such affect the purchase intentions of consumers. The survey used to aid this study targeted luxury product consumers regarding "B" brand of automobiles. Using the analysis through a structural equation model, the study draws a conclusion that in a relationship between corporate attributes and luxuriousness, corporate ability(CA) of corporate attributes affects the facts of differentiation and traditionality in a significant way, and corporate reputation(CR) of corporate attributes affects the factors of superiority and scarcity in a significant way. Additionally, the superiority and scarcity of luxuriousness positive significantly affects purchase intention, and differentiation and traditionality of luxuriousness affects purchase intention in a negative significant way. The structural concept of luxury and luxuriousness suggested in the study will provide the theoretical basis for building a new case study, and the determinants of luxuriousness in the marketing perspective will be a practical help for checking the consumers' psychological reasons for purchase.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.4
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• pp.95-111
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• 2015

This purpose of this study is to academically define what "luxury products" mean, and to clarify the cognitive structural relationship between product attributes and "luxuriousness" in relation to the determinant of luxuriousness that eventually affects the purchase intention of consumers. This study is also written under the theory that luxuriousness leads to benefits such as functional benefit, experiential benefit, symbolic benefit, and exclusive benefit; which all provide core values to consumers and serve as effect factors that influence the psychological satisfaction of consumers. The commonly discussed measure of the determinant of luxuriousness has often failed to adequately describe the reasons to why the consumers prefer luxury products. This study also aims to suggest a new path in how and what the consumers perceive as luxury products, and to conceptualize what luxuriousness means in the marketing perspectives on the background of a previous theory. The part of product attributes are divided in the following sections: the quality and design of functional cues and brands of symbolic cues, as well as prices. The part of the determinant of luxuriousness is divided in sections of superiority, scarcity, differentiation, and traditionality. Therefore, this study used the theoretical concept used in such common measures as well as 282 examples to empirically analyze the relationship between product attributes and luxuriousness of luxury products, and how such affect the purchase intentions of consumers. The survey used to aid this study targeted luxury product consumers regarding "B" brand of automobiles. Using the analysis through a structural equation model, the study draws a conclusion that in a relationship between product attributes and luxuriousness, quality(which is one of the functional cues) affects the facts of superiority, differentiation in a significant way, and design affects the factors of scarcity in a significant way. And brand(one of the symbolic cues) significantly affects the factors of traditionality within the luxuriousness factors, and price appeared to affect superiority and scarcity. Additionally, the brand of product attributes significantly affects purchase intention, and superiority and scarcity of luxuriousness affects purchase intention in a significant way. The structural concept of luxury and luxuriousness suggested in the study will provide the theoretical basis for building a new case study, and the determinants of luxuriousness in the marketing perspective will be a practical help for checking the consumers' psychological reasons for purchase.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2008.10a
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• pp.86-89
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• 2008

휴대폰 디자인 및 설계와 관련하여 휴대폰의 고급감과 같은 사용자의 감성을 여러 가지 휴대폰 설계 요소로 번역하여 밝혀내는 감성공학의 방법이 많이 이용되고 있다. 하지만 제품의 이미지에 많은 영향을 미치는 브랜드에 대한 감성공학적인 분석은 아직 체계화되거나 정립되지 않은 실정이다. 본 논문에서는 휴대폰의 시각적 고급감에 브랜드가 미치는 영향을 조사하기 위하여 브랜드 로고를 제거한 제품과 제거하지 않은 제품을 이용하여 설문을 실시하고 수량화 분석과 브랜드 유무에 따른 평균비교를 수행하였다. 그 결과 브랜드에 따라 휴대폰의 고급감에 미치는 영향이 다르게 나타난다는 것을 확인할 수 있었고, 각 제조사가 구축해온 브랜드 이미지에 따라 휴대폰 디자인에서 로고의 역할에 차이를 두어야 함을 알 수 있었다.

• Journal of Korean Institute of Industrial Engineers
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• v.28 no.3
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• pp.331-343
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• 2002

This paper proposes a fuzzy rule-based model as a means to build usability models between emotional satisfaction and design variables of consumer products. Based on a subtractive clustering algorithm, this model obtains partially overlapping rules from existing data and builds multiple local models each of which has a form of a linear regression equation. The best subset procedure and cross validation technique are used to select appropriate input variables. The proposed technique was applied to the modeling of luxuriousness, balance, and attractiveness of office chairs. For comparison, regression models were built on the same data in two different ways; one using only potentially important variables selected by the design experts, and the other using all the design variables available. The results showed that the fuzzy rule-based model had a great benefit in terms of the number of variables included in the model. They also turned out to be adequate for predicting the usability of a new product. Better yet, the information on the product classes and their satisfaction levels can be obtained by interpreting the rules. The models, when combined with the information from the regression models, are expected to help the designers gain valuable insights in designing a new product.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2006.05a
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• pp.193-197
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• 2006

본 연구는 감성 공학적 접근법을 사용하여, 벽지의 디자인 요소와 소비자의 감성과의 관계를 정량적으로 규명하는 것을 목표로 한다. 문헌조사, 인터뷰 전문가 의견 등을 종합하여, 총 13개의 주관적 감성 변수(6개의 시각적 변수, 7개의 촉각적 변수) 와 4개의 벽지 디자인 요소(color, texture pattern, embossing depth, gloss)들이 추출되었으며, 최종 목표 감성은 '고급감'으로 정하였다. 9점 척도와 100점 척도으로 구성된 설문지를 통하여, 28개의 샘플 벽지에 대해서 30명의 목표 고객들을 대상으로 감성 평가 실험을 실시하였고, 주성분 회귀 분석, 수량화 이론 등을 이용한 분석을 통하여, 소비자의 감성과 디자인 요소와의 관계를 정량적으로 분석했으며, 고급감을 향상시킬 수 있는 감성 변수 조합과 디자인 요소 조합을 규명하였다.