Article2011

The Effect of Fashion Luxury Consumption Values on the Intention to Maintain Brand Relationships -Differences among Segmented Markets Based on Purchasing Patterns-

Hyunsook Kim · Heekang Moon · Ho-Jung Choo · Namhee Yoon

16 citations0/0 files storedJournal of the Korean Society of Clothing and Textiles

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Perception and Purchasing Behavior

Abstract

This study identifies the fashion luxury customer segments grouped by expenditures and the number of purchasing brands to verify the effects of perceived luxury consumption values on the intention to maintain a brand relationship for each group. A survey questionnaire was developed and implemented to collect data to measure fashion luxury expenditures, number of purchasing brands, luxury customer values, intention to maintain brand relationships, and demographic variables. A total of 326 responses were analyzed by factor analysis, multiple regression, one-way ANOVA, and $X^2$ analysis with SPSS18.0. Respondents were grouped by luxury expenditures; in addition, the number of purchasing brands were grouped into four segments of Switching/Heavy (31.6%), Switching/Light (19.9%), Loyal/Heavy (31.3%), and Loyal/Light (7.2%) Customer Group, that was different in terms of age and marital status. When the luxury customer value for the most patronized luxury brand was factor analyzed, five distinctive sub dimensions were identified, such as Social Value, Aesthetic/Expressive Value, Experiential Value, Quality Value, and Economic Value. For the Loyal/Heavy Group, the Experiential Value had a significant effect on the customer intention to maintain a brand relationship. For the Loyal/Light group, the Aesthetic /Expressive and Economic Value had a significant effect, and for the Switching/Heavy and Switching/Light Group, Quality and Economic Value had a significant effect on the customer intention to maintain a brand relationship. In conclusion, each luxury customer value in the behavioral segments works differently in influencing the intention to maintain a brand relationship. In addition, the implications for retail strategy were discussed based on the findings.

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1991Why we buy what we buy: A theory of consumption values 1997Customer value: The next source for competitive advantage 2001Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment☆11☆This article is based upon the first author’s doctoral dissertation completed while at Georgia Institute of Technology.2004Measuring perceptions of brand luxury 1973Brand Loyalty Vs. Repeat Purchasing Behavior 2009Value‐based segmentation of luxury consumption behavior 2007Customer Value Creation: A Practical Framework 2009Co-creating value for luxury brands

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