Purpose: The purpose of this study is to analyze the influence of luxury brand value on brand equity (brand awareness, brand image) and loyalty, focusing on overseas luxury fashion product brands. We hope that this study on luxury brand value consumption will provide useful insights for the luxury fashion product brand industry, which continues to be loved and chosen by consumers.Research design, data, and methodology: In this study, luxury brand value was divided into three dimensions: symbolic, hedonic, and quality value. The survey was conducted from January 20 to January 22, 2025, targeting individuals in South Korea with experience purchasing overseas luxury fashion products. A total of 300 respondents were used for the final analysis. The research hypotheses were tested using SEM analysis with SPSS and AMOS.Results: First, luxury fashion brand value (in the order of quality, hedonic, and symbolic value) was found to significantly affect brand equity. Second, brand equity (brand awareness and brand image, in that order) of luxury fashion product consumers was found to significantly influence loyalty.Implications: This study academically identifies the relationships between luxury brand value and brand equity and loyalty, by categorizing luxury brand value into three dimensions, specifically tailored to overseas luxury fashion product brands. Practically, it can help in formulating effective marketing strategies by deeply understanding consumer perceptions of luxury brand value.Therefore, luxury fashion product brand companies need to make efforts to maintain and enhance the symbolic, hedonic, and quality value of their luxury fashion products, in order to meet the expectations and demands of luxury consumers.
Park et al. (Wed,) studied this question.
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