패션 명품 브랜드에 대한 소비자 태도 형성과정과 마케팅 커뮤니케이션 매체 활용

Abstract

This study was aimed at examining the use of marketing communication media in consumer attitude formation toward fashion luxury goods. In particular, consumers’ fashion opinion leadership was considered to examine utilization of various marketing communication media at different stages of consumer attitude formation. For this purpose, a qualitative research method was implemented, and in-depth interviews with 18 female consumers were conducted. The participants were recruited using a snowball method, and the data were analyzed using a phenomenological interpretation. Results of the study indicated that consumers utilized various marketing communication media, and their media usage varied according to fashion leadership. The implication of this study is that luxury brand managers should revise their marketing communication strategies on the basis of new customers’ attitudes and behavior toward fashion luxury products. These younger consumers were influenced not only by traditional media such as magazines but also by new media such as social network services even though magazines were still determined as the most dominant media for consumers aged 40 years and above.