| Abstract |
| As consumers show growing interest in masstige brands with high perceived prestige and resonable price, various new luxury brands are being imported and developed. Despite strong interest in masstige brands, there is little evidence of how the brand equity is evaluated. Therefore, this study is designed to segment 20s women according to fashion lifestyles, and to identify the differences in how each group evaluates the masstige brand equity and how they buy masstige handbags. The subjects were 354 Korean women in their twenties.
As a result of classifying groups according to fashion lifestyles, they included a fashion brand inclined group, a luxury aspirational group, a fashion mania/reasonable consumption group, and a fashion indifference group. Results shows that there are differences in the evaluation of brand equity and the purchase behavior among four groups. Therefore marketers of masstige brands should develope different marketing strategies for fashion groups. |
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| Key Words |
| 전통적명품, 매스티지명품, 패션라이프스타일, traditional luxury, masstige, fashion lifestyle |
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