ScholarWorks@동국대학교

초록

There are differences in preference according to the brand signal explicitness when selectingfashion luxury brand, and the purpose of this study is to verify the moderating effects of self-construaland implicit theory in relation to those preferences. This study divided the experiment designinto two 2x2 mixed design studies: Study 1 and Study 2. The study 1 was composed of thefollowing factors: brand signal explicitness(subtle vs. explicit signal) and self-construal(independentvs. interdependent self-construal). Study 2 was composed of the following factors: brand signal explicitness(subtle vs. explicit signal) and Implicit theory(entity vs. incremental theorist). Conveniencesampling was conducted to find the subjects of study 1 and study 2. Study 1 analyzed data from172 women in Seoul, Gyeonggi-do and Busan who prefer luxury brand, and study 2 used datafrom 138 women. The results of this study are as follows. 1) Independent self-construal primedgroup was shown to prefer subtle signal product to explicit signal product, whereas interdependentself-construal priming group preferred explicit signal product to subtle signal product. 2) The entitytheorist to prefer explicit signal product to subtle signal product. On the other hand, the incrementaltheorist did not show significant difference in the preference between subtle and explicitsignal products. Therefore, the results of the present study shown the importance of understandingconsumers through the difference depending on consumer inclination and psychology, recommendingpreferred luxury brand according to the inclination of the target customers, and establishingsegmented marketing strategy to captivate consumers with these various characteristics.

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