A Study on the Development of Private Brand in Duty Free Store: Focusing on Korean Wave Products
A Study on the Development of Private Brand in Duty Free Store: Focusing on Korean Wave Products
류문상
초록
Purpose: This study aims to identify the antecedent factors influencing Private Brand (PB) development in the duty-free industry, with a particular focus on leveraging the Korean Wave (Hallyu) as a strategic differentiator. As the industry faces intensified competition and declining profitability, developing Hallyu-based PBs is viewed as a viable approach to enhance consumer appeal and brand competitiveness. Research design, data and methodology: To achieve this purpose, qualitative and quantitative methods were combined. In-depth interviews with duty-free industry practitioners identified five core factors—quality, price, differentiation, brand awareness, and store environment. Subsequently, a consumer survey was conducted, and the collected data were analyzed using frequency, factor, reliability, correlation, and regression analyses to examine validity, relationships, and impacts among variables. Results: The analysis revealed that differentiation (M = 4.29) and brand awareness (M = 4.27) were the most significant factors, whereas price (M = 3.44) had no meaningful effect on purchase intention. Differentiation, store environment, brand awareness, and quality were found to positively influence purchase intention, especially among consumers in their 20s and 30s. Conclusions: All in all, the findings suggest that Hallyu PBs should emphasize cultural symbolism, celebrity association, and experiential retail environments over price competition to enhance global consumer engagement.