지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2025.4
- 수록면
- 3 - 17 (15page)
이용수
초록· 키워드
오류제보하기
This study examines the relationship between loneliness, online brand equity, and luxury purchase intentions among AsianMZadults. While prior research attributed the surge in luxury purchases during COVID-19 to “revenge spending” aimed at alleviating negative emotions, this study suggests that individuals leverage loneliness, transforming it into a driving force for luxury consumption by addressing emotional needs rather than simply compensating for distress. By highlighting online brand equity as a moderating factor, the study demonstrates how luxury brands, traditionally reliant on offline experiences, can leverage digital channels to connect with Asian MZ consumers. Based on a survey of 200 participants, the results indicate a positive correlation between loneliness and luxury purchase intentions, with emotional connection—an essential component of online brand equity—moderating this relationship. The findings underscore how marketers can address loneliness and strengthen online brand equity to sustain luxury consumption, offering insights for strategies targeting Asian MZ consumers.
목차
Abstract
1. Introduction
2. Literature review and hypotheses development
3. Materials and methods
4. Results
5. Discussion and conclusion
References
참고문헌 (0)
참고문헌 신청함께 읽어보면 좋을 논문
논문 유사도에 따라 DBpia 가 추천하는 논문입니다. 함께 보면 좋을 연관 논문을 확인해보세요!
-
Luxury Brand Equity in Online Channel: The Moderating Effect of Brand Trust
ASIA MARKETING JOURNAL
2019 .07
-
Storytelling and Social Networking: Why Luxury Brand Needs to Tell Its Story
Journal of Information Technology Applications & Management
2020 .10
-
Luxury product and brand purchasing behavior: A conceptual perspective
Journal of Global Scholars of Marketing Science(마케팅과학연구)
2023 .06
-
Pride versus Face: What Motivates Asian Consumers’ Luxury Purchase?
Academy of Asian Business Review
2018 .01
-
Transforming luxury: Global luxury brand executives’ perceptions during COVID
Journal of Global Fashion Marketing
2023 .01
-
중국 소비자의 명품브랜드에 대한 브랜드동일시와 지각된 품질이 브랜드 애착에 미치는 영향: 조절초점의 조절역할을 중심으로
Journal of China Studies
2019 .01
-
Impacts of U.S. affluent consumers’ luxury goods consumption beliefs on repeat purchases of luxury goods: Generational and gender comparison analyses
Journal of Global Fashion Marketing
2015 .06
-
Do Luxury Brands’ CSR Efforts Pay Off?: A Mediation Effect of Perceived Price Fairness
Academy of Asian Business Review
2023 .06
-
Do luxury brands have to trade off for sustainability?
Journal of Global Fashion Marketing
2024 .09
-
The Impact of Brand Relationship on Brand Extension in Luxury Brands
한국유통학회 학술대회 발표논문집
2023 .04
-
The Effect of Fashion Marketing that can Lead Luxury Brand: Qualitative Analysis
산경연구논집
2023 .01
-
Effects of perceived luxury value and use of sustainable polyester on brand trust, perceived quality risk, and consumers’ brand evaluation
Journal of Global Fashion Marketing
2023 .03
-
Haute couture-to-table? A study of luxury fashion-brand restaurants/Cafés
Journal of Global Scholars of Marketing Science(마케팅과학연구)
2023 .03
-
Critical success factors for luxury fashion brands in emerging markets: Insights from a qualitative study
Journal of Global Fashion Marketing
2021 .01
-
The Effect of MZ Generation's Luxury Fashion Product Selection Attributes on Consumer Satisfaction and Purchase Intention
The Journals of Economics, Marketing & Management
2023 .02
-
중국 소비자의 유교적 가치가 명품 구매의도에 미치는 영향: 물질주의의 조절효과를 중심으로
무역연구
2017 .01
-
The effect of luxury brand erotic capital on luxury brand consumption value and purchase intention - focus on VIP customers
Journal of Global Scholars of Marketing Science(마케팅과학연구)
2024 .03
-
Introduction to a special section on branding, buyer choices and the pursuit of happiness in luxury fashion consumption
Journal of Global Fashion Marketing
2024 .09
-
Luxury fashion brands at the gates of the Web 3.0: An analysis of early experimentations with NFTs and the metaverse
Journal of Global Fashion Marketing
2024 .01
-
명품관광에 대한 지각된 가치가 브랜드 태도 및 행동의도에 미치는 영향
MICE관광연구
2017 .01
이 논문의 저자 정보
최근 본 자료
댓글(0)
0