Abstract
The objective of this study is to provide the implications for establishing the premiumization and marketing strategies of luxury restaurants, by analyzing the social-face sensitivity and conspicuous consumption tendency of luxury restaurant patrons. In the results of this study, the person with higher social-face sensitivity and conspicuous consumption tendency showed the higher probability to visit the luxury restaurants, and also showed the high preference for high-class brands. If more in-depth research is performed based on this study afterwards, it would be possible to draw more significant and useful strategic implications for the management of luxury restaurants.
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