The Effect of Brand Position on Consumer Choices of Luxury Brands: A Cross-Cultural Study Between British and Chinese Consumers
This dissertation is grouped by topics—luxury brands, values, consumer luxury shopping behaviour, luxury brand management, and luxury brand differentiations. It intends to address the influence of luxury brand positioning on consumer choices.
Despite various changes in internal and external environment, little research has investigated the differences of Chinese and British luxury markets. Therefore, in this article, an approach to understanding the positioning of luxury brands and luxury consumption behaviour is presented. The existing definitions are reviewed, which suggests that consumer consumption decisions of luxury brands can be evaluated by 39 items models. Based on this, the purpose of this paper is to focus on and to offer a deeper understanding of the luxury brand positioning effects. In order to fulfil this purpose, four research objectives and three propositions are expounded focusing on the variables of consumer choice decision as well as an explanation of the brand unique personality. By following the research objectives and propositions as a direction guide, literature studies are critically analysed resulting in a composite framework which guides the data interpretation. This research takes a qualitative case study for collecting secondary data by means of previous research data. The analysed results demonstrate that there would be a difference in the effect of brand positioning between the Chinese and British consumers. By identifying the equity of different luxury brands, consumer choice behaviour can be better understood, and this may assist luxury brand managers in their exploration of luxury market.
Aaker, D. A., & Joachimsthaler, E. (2000). Brand leadership. New York: Free Press.
Bridge, S., Keller, K. L., & Sood, S. (2000). Communication strategies for brand extension: Enhancing perceived fit by establishing explanatory links. Journal of Adertising, 29(4).
Goodman, D. S. C., & Robinsons, R. (1996). The new rich in Asia. London and New York: Routledge.
Great, A. (2006). The new Chinese consumer---The emergence of an enormous middle class signals a seismic shift in the global market. The Mckinsey Quarterly. The Online Journal of McKinsey & Co.
Hewitt, D. (2007). Getting rich first- life in a changing China. London: Chatto & Windus.
Kapferer, J. N. (2006). The two business cultures of luxury brands. Schroeder J., & Salzer-Morling, M. (Eds.), Brand culture. London: Routledge, 67-76.
Keller, K. L. (1993). Conceptualizing, measuring and managing customer based brand equity. Journal of Markering, 57(1), 1-22.
Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-601.
Li, Z. (2005). Luxury spending: China’s affluent entering “Enjoy now” phase of consumption world watch Institute. World watch.com.
Mitchell, V. W. & Bates, L. (1998). UK Consumer Decision-making Styles. Journal of Marketing Management, 14, 199-225.
Nueno, L., & Quclch, J. (1998). The mass marketing of luxury. Business Horizons, 41(6), 61-68.
- There are currently no refbacks.
How to do online submission to another Journal?
If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:
1. Register yourself in Journal B as an Author
Find the journal you want to submit to in CATEGORIES, click on “VIEW JOURNAL”, “Online Submissions”, “GO TO LOGIN” and “Edit My Profile”. Check “Author” on the “Edit Profile” page, then “Save”.
Go to “User Home”, and click on “Author” under the name of Journal B. You may start a New Submission by clicking on “CLICK HERE”.
We only use three mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: email@example.com; firstname.lastname@example.org; email@example.com
Copyright © Canadian Academy of Oriental and Occidental Culture
Address: 9375 Rue de Roissy Brossard, Québec, J4X 3A1, Canada
Telephone: 1-514-558 6138