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Brand competency as a market segmentation method for brand R&D in the Asian luxury market

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  • Inwon Kang
  • Jiwon Lee
  • Matthew Shin
  • Geon-Cheol Shin

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. Copyright Springer-Verlag Berlin Heidelberg 2014

Suggested Citation

  • Inwon Kang & Jiwon Lee & Matthew Shin & Geon-Cheol Shin, 2014. "Brand competency as a market segmentation method for brand R&D in the Asian luxury market," Service Business, Springer;Pan-Pacific Business Association, vol. 8(1), pages 113-133, March.
    • Handle: RePEc:spr:svcbiz:v:8:y:2014:i:1:p:113-133
    DOI: 10.1007/s11628-013-0189-7
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    References listed on IDEAS

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    Cited by:

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    3. Insik Jeong & Jong-Ho Lee & Eunmi Kim, 2019. "Determinants of brand localization in international markets," Service Business, Springer;Pan-Pacific Business Association, vol. 13(1), pages 75-100, March.

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