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The purpose of this study was to identify a differentiated marketing strategy for Asia. This research has critically analyzed the purchasing behavior of consumers from three selected Asian countries (Japan, South Korea, and China) that purchase luxury items and the marketing strategy of Louis Vuitton to support the objectives. As a part of the marketing strategy analysis, Louis Vuitton's advertising strategy used in three different countries as illustrated in Vogue advertisements were studied. There were three critical factors found that Louis Vuitton used to achieve its success: the deployment of innovation and tradition at the same time, its use of masstige marketing, and its advertising. The paper describes the study and concludes by highlighting contributions to apparel industry and academe. The comparative analysis of luxury goods marketing will assist global marketers to produce more differentiated marketing strategy for various cultures. Also, the theoretical framework applied in the paper, can be utilized by other marketer and researchers to further advance research on luxury products marketing and consumption analysis. [ABSTRACT FROM AUTHOR]

Purpose - Despite an extensive body of research on brand loyalty, it has been demonstrated that customer-based brand research is still in a state of evolution. The purpose of this paper is to develop and test alternative models of the brand loyalty process by examining the effects of customer orientation, brand association, perceived service quality, and satisfaction on brand loyalty utilizing data from South Korea and China. Further, relatively little attention has been given to the competing process of individual-level brand loyalty. Thus, this paper aims to examine the relationships among satisfaction and other key constructs that may potentially affect brand loyalty. Design/methodology/approach - Structural equation analysis of six competing models is provided. Although competing models are supported by prior research, they differ with respect to the particular mechanism that underlies the alternative explanations and the mediating effects. In this study, Armstrong's notion is adopted to show that the role of the scientist is changed from advocating a single hypothesis to evaluating which of a number of competing models is more appropriate. The current research attempts to empirically test competing mechanisms pertaining to how each of the variables affects brand loyalty. Findings - First, the research model fits well and outperforms other competing models. Second, the results are consistent with the proposed model even though there are cultural differences between Chinese and South Korean consumers. Finally, the research model empirically establishes the mediating role of satisfaction in the context of brand loyalty formation. Originality/value - This study is a contribution to extant research because it empirically establishes the inter-relationships between important variables affecting brand loyalty (e.g. customer orientation, satisfaction, and perceived quality) across two cultures (South Korea and China), thus further enhancing the efficacy of the obtained results. [ABSTRACT FROM AUTHOR]

Country image has been regarded as the source of competitiveness of a country in the age of globalization. The purpose of this study is to examine what impact does the utilization of social media has on country image, and the relationship between social media usage and the images of a country's economy, politics, nationality, culture and the country itself; and to examine the impacts of country image on products image and purchase intention. We conducted our analysis in two aspects of social media utilization-usage volume and usage diversity. The comparison of the Korean and Chinese social media users would enrich the insight into the relationship between the various variables developed from a different perspective. In addition, we try to reveal the relationships from a social p2p network perspective that would also provide new insights into the effects between these variables. The results show that, unlike Koreans, Chinese users are significantly related with the social media usage levels. This could be due to various differences that exist between these two countries, such as the state systems, country size, economic development status, culture, etc. [ABSTRACT FROM AUTHOR]

Recently, food safety is huge issue around the world because food safety failures have continued to occur globally. Ultimately, achieving food safety calls for successful management of food risk. Risk is managed by consumer's safety-seeking behavior. Thus, the goal of this study is that to explore the differences in attitudes and behaviors toward food safety among consumers under the various socio-economic conditions. In order to this research purpose, we have fulfilled a survey and analyzed the data statistically. We chose three countries: South Korea, China, and the United States and chose Seoul, Shanghai, and New York as the data sampling areas. We have compared of perceived risk, safe awareness, and safety seeking behavior of consumers in Seoul, Shanghai, and New York. Finally, we have built the structural model for safety seeking behavior of consumers, and have found there are some differences among the three of models. First, in the case of Korea, the perceived risk for country-of-origin is shown to have a positive effect on the safety oriented behavior and knowledge in food safety issues. However, the U.S. does not appear to be affected by any of these factors. Second, the case of Korea shows that the knowledge in food safety issues has no effect on safety seeking behavior both at the purchasing stage and at the usage stage. It has a positive effect, however, at the purchasing stage in the U.S. and at the usage stage in China. Third, in the case of Korea both perceived product risk and location risk have a direct effect on the safety seeking behavior at the purchasing stage, but not ate the usage stage. In contrast, we find that perceived product risk and location risk in the U.S. consumers have direct effects on their safety seeking behavior at the usage stage, but not at the purchasing stage. It does not have any impact on the safety seeking behavior of Chinese consumers. [ABSTRACT FROM AUTHOR]

This study examines the effects of uncertainly avoidance (UA) at the individual level on continuance behavior in the domain of mobile data services (MDS). It proposes a research modelforpost-expectation faclors and continuance behavior that considers the moderating effect of UA, and verifies the model with online survey data gathered in Korea and Hong Kong. Post-expectation factors are classified as either intrinsic or extrinsic motivational factors, while respondents are classified according to their propensities into low-UA and high-UA groups. The results indicate that UA has substantial effects not only on the mean values of the post-expectation factors studied but also on the strength of those factors' impact on satisfaction and continuance intention. The effects of intrinsic motivationalfactors on satisfaction and continuance intention are stronger for the high-UA group thanfor the low-UA group. In contrast, the effects ofextrinsic motivationalfactors are generally stronger for the low-UA group. [ABSTRACT FROM AUTHOR]

This study examined the relationship of consumer values, needs and purchase behavior in two Asian consumer markets, China and South Korea. Between self-directed values and social affiliation values, self-directed values were the underlying determinant of needs to be satisfied by apparel products. Among the three types of needs identified to be satisfied through apparel (i.e. experiential, social and functional needs), experiential needs were the most important needs that influenced apparel purchases of female consumers in both Asian markets. Consumers in both country markets exhibited brand loyal behavior in apparel purchases, fulfilling all three needs. However, actualization patterns of each need through brand loyal behavior differed between the two consumer samples. While for brand-loyal Chinese consumers experiential image was the most important aspect of the branded apparel appeal to female consumers, social image with performance quality assurance was a more important feature of the branded apparel appeal to consumers in Korea. Implications for brand image management for international markets were discussed. [ABSTRACT FROM AUTHOR]