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Holographic Branding Markenkommunikation in einer erweiterten Realität Read chapter Read first chapter

2018 | OriginalPaper | Chapter

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

Author : Youngmoon Yoo

Published in: Omnichannel Branding

Publisher: 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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Metadata
Title
Differences in Consumer Luxury Values in Germany and South Korea
Author
Youngmoon Yoo
Copyright Year
2018
Book
Omnichannel Branding

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

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

Copyright Year: 2018

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