Article2015

Understanding Luxury Disposition

Miah Lee · Eunju Ko · Seulgi Lee · Kyulim Kim

44 citations0/0 files storedPsychology and Marketing

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Retail Behavior Studies

Abstract

This article aims to provide a conceptual foundation for luxury disposition behavior in relation to luxury customer value and switching costs. The results of a study involving 398 luxury consumers in South Korea demonstrate the distinct typologies of luxury customer values and switching costs in cognitive (financial) and emotional (relational) dimensions as well as luxury disposition behavior as four different types. In addition, the conceptual framework on luxury disposition behavior reveals how luxury customers recognize customer value of luxury goods in perceiving switching costs upon disposition, which leads to different choices in disposition behavior. Theoretical and managerial implications are discussed for marketers or retailers in luxury fashion industry.

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