In today’s marketplace, the luxury market is a significant business sector accessible toglobal consumers. The increase of luxury brand purchasing has been motivated bysocial and business factors. Luxury fashion brands signal social status and prestige. Asbrand names gradually become a part of public language, brand consciousness playsan important role in consumers’ lives, especially for consumers in East Asian cultures,who perceive social status and prestige as important values. Consumers in a collectivistculture such as that of Korea tend to have a higher public self-consciousness than consumersin an individualist culture such as in the United States. It is important tounderstand Korean consumers’ personal values (e.g., collectivism, public self-consciousness)and their effect on brand consciousness with regard to global luxury brands. Thepurpose of this study is to examine determinants of Korean consumers’ brand consciousnesswith regard to global luxury brands. For this study, 238 undergraduate studentswere recruited from universities in Seoul, South Korea. Results show significantrelationships between personal values (collectivism, public self-consciousness), demographics(age, gender), and brand consciousness, indicating that young Korean consumers’personal values and demographic characteristics operate as determinants ofbrand consciousness of luxury fashion brands. This study may improve our understandingof Korean consumers’ luxury consumption from a cultural perspective.
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