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Service Business
Published 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

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

Published in: Service Business | Issue 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.
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Metadata
Title
Brand competency as a market segmentation method for brand R&D in the Asian luxury market
Authors
Inwon Kang
Jiwon Lee
Matthew M. Shin
Geon-Cheol Shin
Publication date
01-03-2014
Publisher
Springer Berlin Heidelberg
Published in
Service Business / Issue 1/2014
Print ISSN: 1862-8516
Electronic ISSN: 1862-8508
DOI
https://doi.org/10.1007/s11628-013-0189-7

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