Author(s): Nataorn Mahatamnuchok, Jantima Banjongprasert
Exporting is one of the critical international entry modes used by many businesses to expand their businesses. The global luxury market continues to grow; however, very little research has been done on luxury products, especially involving export market knowledge and export competitiveness. Thus, this study aims to explore the impacts of export market knowledge and export competitiveness of luxury products on export performance. A self-administered questionnaire was used to collect data for this study. The 400 respondents, in line with the required sample size, were people who work in luxury product export companies in Thailand. The data analysis method is Structural Equation Modelling (SEM). The findings show that export market knowledge has a positive relationship with luxury product export competitiveness. Moreover, luxury product export competitiveness has a positive relationship with export performance. Additionally, two components of luxury product export competitiveness, which are luxury brand recognition in international markets and product differentiation fully, mediate the relationship between export market knowledge and export performance. This research contributes to the luxury export business by indicating that luxury export companies should focus on export market knowledge, brand recognition in international markets, and product differentiation in order to improve their export performance.