Biannually · English Single-blind peer review · Open access
info@mjfar.org Log inRegister
Multidisciplinary Journal For Advance Research
Research ArticleVol. 1, No. 1 (2026)pp. 22-32Open access

WHAT MAKES KOREAN CONSUMER BUY LUXURY BRANDS: A QUANTITATIVE STUDY

Shabnam A. Sheikh1

  1. Global Business Department, Kyungsung University, Busan, South Korea

Abstract

This study investigates the relationship between Korean consumers’ need for uniqueness and self-monitoring and the purchase intention of luxury brands. 59 Koreans participated in the survey using the Pearson correlation analysis. The results revealed that Korean consumers’ need for uniqueness and self-monitoring are positively correlated with purchase intention. The desire for uniqueness and self-monitoring impact consumers’ intention to purchase luxury brands.

Keywords

Luxury brandsNeed for uniquenessself-monitoringpurchase intentionKorean consumersKorean Luxury market

How to cite

Sheikh, S. A. (2026). WHAT MAKES KOREAN CONSUMER BUY LUXURY BRANDS: A QUANTITATIVE STUDY. Multidisciplinary Journal For Advance Research, 1(1), 22-32. https://doi.org/In progress

Licence

© The Author(s). Published by Multidisciplinary Journal For Advance Research under the CC BY 4.0 licence, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.