: The purpose of this study was to investigate the influence of luxury brand value on luxury brand preferences according to chemyon(social-face). For data collection, research questionnaires were responded by 222 females over 20 years old consumers living in Pusan and Ulsan. The collected data were analyzed using SPSS 14.0 for windows Package by frequency analysis, the factor analysis using Varimax, reliability analysis, multi-regression analysis, and chow-test. The results of this study were as follows: First, concerning the worth of luxury brands that qualify value, conspicuous value, unique value, and emotional value significantly affected the consumers' luxury brand preferences. On the other hand, only social value of the luxury brand did not have a significant effect on the consumers luxury brand preferences. Second, the study was to investigate whether the luxury brand value has an effect on the brand preferences according the consumer's chemyon or not. The results showed different effects of perceived values on luxury brand preferences between the low chemyon group and the high chemyon group. The high chemyon group had an effect on conspicuous value, social value, and emotional value, while the low chemyon group had an effect on quality value for luxury brand preference.

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