3D프린팅 환경에서의 럭셔리 브랜드 캠페인 경험 : 럭셔리 브랜드의 지각된 가치와 구매의도
Luxury Brand Campaign Experiences in the 3D Printing Context : Perceived Value of Luxury Brands and Purchase Intentions
3D printing technology provides innovative and exceptional experiences beyond routine experiences for brands. Luxury brands can take full advantage from this newly developed technology due its inherent characteristics such as rarity and uniqueness. This study focuses on the ad campaign experiences through 3D printing technology for luxury brands and their influences on the perceived value of luxury brands. Study1 focused on examining the influence of utilitarian and hedonic experiences with 3D printing campaigns on perceived value of luxury brand. Study 2 concentrated on different relationships between attitude and brand evaluation within utilitarian or hedonic dominant 3D printing campaigns by comparing brand types for potential consumers in general.