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Service Business
Erschienen in: Service Business 1/2014

01.03.2014 | Empirical Article

Brand competency as a market segmentation method for brand R&D in the Asian luxury market

verfasst von: Inwon Kang, Jiwon Lee, Matthew M. Shin, Geon-Cheol Shin

Erschienen in: Service Business | Ausgabe 1/2014

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Abstract

A common methodological property of luxury market segmentation is conceptually subdividing the market without representing different levels of competencies among luxury brands. This study established an index of brand attributes by referencing the value hierarchy concept. Using the index, this study will subdivide the luxury market into ranked segments by the brand competency levels. The proposed market segmentation method will be validated through selected luxury brands in China. The proposed methodology will offer a more accurate description of the luxury market to aid the research and development of luxury goods and services.
Vorheriger Artikel Managing internal stakeholders’ views of corporate reputation
Nächster Artikel Impact of national culture on the quality of information delivery in services

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Metadaten
Titel
Brand competency as a market segmentation method for brand R&D in the Asian luxury market
verfasst von
Inwon Kang
Jiwon Lee
Matthew M. Shin
Geon-Cheol Shin
Publikationsdatum
01.03.2014
Verlag
Springer Berlin Heidelberg
Erschienen in
Service Business / Ausgabe 1/2014
Print ISSN: 1862-8516
Elektronische ISSN: 1862-8508
DOI
https://doi.org/10.1007/s11628-013-0189-7

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