DO BRAND IMAGE AND COUNTRY OF MANUFACTUR AFFECT CONSUMERS’ PERCEPTION OF LUXURY BRAND AFTER M&AS?

The purpose of this study was to investigate the relationship among luxury brand perceptions (i.e. individual value, social influence and luxury brand image), luxury brand attachment and luxury brand purchase intention. In addition, the study examines the influence of antecedents on brand attachment and purchase intention among consumers in China, Hong Kong and Taiwan (i.e. the Greater China region). Using an empirical research method, the effects of luxury perceptions on brand attachment and purchase intention are tested using the partial least squares (PLS) approach to structural equation modelling. Differences in the structural relationship among subsamples were also examined by multi-group analysis to achieve a better understanding of the characteristics of different markets, thus contributing to the marketing strategy knowledge. According to the study results, antecedents, including individual value, social influence and luxury brand image, significantly influence brand attachment and purchase intention. Furthermore, the group comparisons suggest that the three subsamples have different characteristics with respect to the structural relationship. In the China subsample, brand attachment is more likely to be influenced by social influence. In comparison, Hong Kong consumers are more rational, that is, brand attachment and purchase intention are strongly influenced by consumer’s perception of luxury brand image. Finally, the purchase intention of Taiwanese consumers mainly depends on the affection for the luxury brand.

Download Full-text

Luxury fashion brand image building: the role of store design in Bally and Tod's Japan

Management Decision ◽

10.1108/md-11-2012-0809 ◽

2014 ◽

Vol 52 (7) ◽

pp. 1288-1301 ◽

Cited By ~ 4

Author(s):

Zhiqing Jiang ◽

Shin’ya Nagasawa ◽

Junzo Watada

Keyword(s):

Research Study ◽

Rough Set Theory ◽

Brand Image ◽

Multidimensional Analysis ◽

Store Image ◽

Content Type ◽

Luxury Brand ◽

Store Design ◽

Image Building ◽

The Impact

Purpose – The purpose of this paper is to reveal how store design influences luxury brand image building in a competitive market through the case study of two luxury fashion brands – Bally and Tod's. Design/methodology/approach – Quantitative (questionnaires) and qualitative (interview) approaches are both utilized in this research study. The authors interviewed brand managers of Bally and Tod's Japan and then conducted questionnaires to 57 consumers and six brand managers. Correspondence analysis, multidimensional analysis, and rough set theory were utilized to analyze the data obtained from questionnaires in order to draw the positioning maps of brand image and store image, calculate the distance of images between managers and consumers and derive and compare inference structure. Findings – The “Brand Dimensions Scales” created by Aaker (1997) can enable to measure luxury brand and store image in a scientific way. The results clarify that there is a big gap between consumers’ and managers’ cognition; the architect who designs the building could be a efficient way of advertising a luxury brand and its building to the public; and location and store atmosphere should influence luxury brand image building through non-verbal communication. Originality/value – This research study on luxury brand image building provides a way to measure brand image and assesses the impact change in brand image as well as its stores.

Download Full-text

Luxury and Twitter: an issue of the right words

Qualitative Market Research An International Journal ◽

10.1108/qmr-01-2017-0051 ◽

2019 ◽

Vol 22 (1) ◽

pp. 33-49 ◽

Cited By ~ 2

Author(s):

Valentina Mazzoli ◽

Laura Grazzini ◽

Raffaele Donvito ◽

Gaetano Aiello

Keyword(s):

Social Media ◽

Brand Image ◽

Online Communication ◽

Brand Identity ◽

Luxury Brands ◽

Brand Associations ◽

Content Type ◽

Luxury Brand ◽

The Right ◽

The Relationship

Purpose This paper aims to provide scholars and practitioners with an innovative method of analyzing luxury brand associations in social media (i.e. Twitter). To do so, authors investigated the alignment between luxury brand identity and luxury brand image in online communication, taking into consideration firm- and user-generated content (UGC) in the form of bloggers’ contents. This paper introduces new tools that luxury brand managers could use to manage and adapt the way they communicate and interact with their customers. Design/methodology/approach The study adopts a qualitative approach based on a content analysis of Twitter posts of six luxury fashion brands (1,334 posts) and the related Twitter electronic word-of-mouth of fashion bloggers (329 tweets). Findings The results show a match between luxury brand identity and luxury brand image on Twitter. Specifically, the findings indicate that both brands and bloggers stress the same dimensions of luxury (aesthetic, desirable, symbolic, restricted accessibility and hedonistic experience) confirming that the ways they communicate luxury brands to consumers are aligned. Moreover, the results suggest that luxury brands could reinforce their brand value by making more use of words that are semantically related to luxury. Originality/value This study approaches the relationship between social media and luxury brands in a novel way and provides scholars and managers with a tool for monitoring the gap between desired and perceived brand associations.

Download Full-text

The Impact of Luxury Brand-Retailer Co-Branding Strategy on Consumers’ Evaluation of Luxury Brand Image: The Case of Taiwan

Advances in International Marketing - Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing ◽

10.1108/s1474-7979(2012)0000023007 ◽

2012 ◽

pp. 67-89 ◽

Cited By ~ 2

Author(s):

Shih-Ching Wang ◽

Primidya K. Soesilo ◽

Dan Zhang ◽

C. Anthony Di Benedetto

Keyword(s):

Brand Image ◽

Branding Strategy ◽

Luxury Brand ◽

The Impact

Download Full-text

BRAND IMAGE AND THE FIGHT AGAINST COUNTERFEITING BY THE GUCCI COMPANY

CBU International Conference Proceedings ◽

10.12955/cbup.v6.1160 ◽

2018 ◽

Vol 6 ◽

pp. 221-225

Author(s):

Anastazja Magdalena Kasztalska

Keyword(s):

Research Method ◽

Brand Image ◽

Fashion Industry ◽

Modern Approach ◽

Luxury Brand ◽

Strong Link ◽

A Company ◽

Taking Care

Gucci is a company that represents a modern approach to the image in the fashion industry. This article aims to answer the question of how taking care of brand imagine results in a higher company income. The research method used in this article is a survey made with the cooperation of buyers of the luxury brand Gucci. Unquestionably, there is a strong link between care for the brand image and fight against counterfeiting. Further research can be focused on an answering the question of how to prevent counterfeiting. Without a doubt, customers prefer brands that have a strong and unique brand image. Counterfeiting unfortunately puts in doubt the value of the brand and is an existing danger for the Gucci company.

Download Full-text