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Article
Publication date: 9 May 2008

Hye‐Jung Park, Nancy J. Rabolt and Kyung Sook Jeon

Since South Korea has widened its market doors to global trade, demand has been continuously on the rise for foreign luxury brands, especially from young South Korean…

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Abstract

Purpose

Since South Korea has widened its market doors to global trade, demand has been continuously on the rise for foreign luxury brands, especially from young South Korean consumers. This study aims to identify the determinants of young South Korean consumers' purchasing intentions toward foreign luxury fashion brands and their relative importance.

Design/methodology/approach

The data used in this study were gathered by surveying university students in Seoul, South Korea using convenience sampling, and 319 questionnaires were used in the statistical analysis. In analyzing data, factor analysis, correlation, and regression were conducted.

Findings

The results showed that all determinants, except for vanity, were significantly related to the purchasing of foreign luxury fashion brands. Regarding their relative importance, purchasing frequency was the most influential factor followed by conformity, age, consumer ethnocentrism, social recognition, and pocket money, in that order.

Originality/value

For the luxury brand marketers, practical implications of why young South Korean consumers have increasing demands for foreign luxury brands, the potential market growth, consumer profiles, and marketing strategies were discussed.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 12 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Content available
Article
Publication date: 29 February 2008

482

Abstract

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 12 no. 1
Type: Research Article
ISSN: 1361-2026

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