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2018 | OriginalPaper | Buchkapitel

12. Differences in Consumer Luxury Values in Germany and South Korea

verfasst von : Youngmoon Yoo

Erschienen in: Omnichannel Branding

Verlag: Springer Fachmedien Wiesbaden

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Abstract

The luxury industry has been internationally expanding over the years, and Germany and South Korea have become important destinations for international luxury companies. The study intended to investigate and analyze the differences between German and Korean consumers’ shopping values for luxury brands. The study examined the effects of cultural factors (individualism and collectivism) on shopping value (hedonic shopping value and utilitarian shopping value). A total of 159 people in Germany and South Korea participated in the questionnaire.

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Metadaten
Titel
Differences in Consumer Luxury Values in Germany and South Korea
verfasst von
Youngmoon Yoo
Copyright-Jahr
2018
Buch
Omnichannel Branding

Print ISBN: 978-3-658-21449-4

Electronic ISBN: 978-3-658-21450-0

Copyright-Jahr: 2018

DOI
https://doi.org/10.1007/978-3-658-21450-0_12