글로벌 명품 마케팅 믹스 전략오류가 브랜드 반감에 미치는 영향

Recently, new concepts that influence global luxury consumption are emerging. Concepts such as ethical supply chains and sustainability are forming trends that make people avoid purchasing luxury goods or have antipathy toward luxury goods. It is necessary to study how these negative perceptions of consumers affect luxury goods purchases. The research model aims to explain negative perceptions or avoidance behavior of luxury brands through factors that influence the supplier and macro trend aspects. Based on a conceptual model, fives major hypotheses were established and empirically tested using collected data. An empirical analysis was performed with 192 respondents to examine the impact of 4P marketing model factors on the brand credibility and brand aversion. First, three hypotheses (the decline in the real value of luxury goods, the intentional price hikes of luxury goods, the unethical supply chain activities of luxury goods) were found to have a greater impact on the decline in their credibility. Second, artificially limited-edition marketing of luxury goods was found to have no significant effect on their credibility. Finally, the decline in credibility of luxury goods has a positive effect on the aversion to luxury goods. The findings of study is helpful in identifying the main factors that cause aversion or avoidance behavior toward luxury goods and to verify this through empirical analysis. This study will suggest a new research topic called luxury goods aversion in academic terms and, in practical terms, will help establish communication strategies suitable for consumers with negative perceptions.