Unleashing the power of luxury: Antecedents of luxury brand perception and effects on luxury brand strength

2013 ◽  
Vol 20 (8) ◽  
pp. 705-715 ◽  
Author(s):  
Nadine Hennigs ◽  
Klaus-Peter Wiedmann ◽  
Stefan Behrens ◽  
Christiane Klarmann
Keyword(s):  
Brand Strength ◽  
Luxury Brand ◽  
Brand Perception

...and they lived luxury ever after: storytelling as a driver for luxury brand perception and consumer behaviour

2018 ◽  
Vol 1 (4) ◽  
pp. 283
Author(s):  
Jan C.L. König ◽  
Janina Haase ◽  
Nadine Hennigs ◽  
Klaus Peter Wiedmann
Keyword(s):  
Consumer Behaviour ◽  
Luxury Brand ◽  
Brand Perception

scholarly journals Mass Prestige brands – the end of traditional luxury brand marketing?

2019 ◽  
pp. 187-198
Author(s):  
Joanna Pietrzak
Keyword(s):  
Model Fit ◽  
Luxury Brands ◽  
Luxury Brand ◽  
Value Perceptions ◽  
Brand Marketing ◽  
Brand Values ◽  
Goods Market ◽  
Perception Model ◽  
Brand Perception ◽  
Market Strategies

The luxury goods market is undergoing dramatic changes due to the fact that vast numbers of new consumers are gaining access to goods previously regarded as unobtainable. As a result, luxury is losing its elitist and exclusive character. The aim of this paper is to explore the changes in luxury brand marketing and to introduce the emergence of a new branding philosophy – Mass Prestige brands. The concept of Mass Prestige brands emerged as a response to luxury losing its elitist character, and it was intended to combine elements of luxury brand values perception with mass-market strategies. The key question of the discussion presented in this article is whether the values included in the luxury brand perception model fit Mass Prestige brand value perceptions, and if so, to what extent. Personal (“luxury for oneself”) and social (“luxury for others”) value dimensions of luxury brands were taken into consideration and confronted with the principles of Mass Prestige strategies. As a result, a modified version of the model was proposed that includes only the elements that are relevant to the buying motives of newly rich consumers seeking Mass Prestige brands.

scholarly journals Peranan Atribut Ekstrinsik Merek terhadap Minat Beli Konsumen Smartphone Blackberry

Telaah Bisnis ◽  
2016 ◽  
Vol 14 (2) ◽  
Author(s):  
Anas Hidayat ◽  
Lhia Dwi Agustin
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Country Of Origin ◽  
Equation Modeling ◽  
Brand Preference ◽  
Luxury Brand ◽  
Pocket Money ◽  
Economics Faculty ◽  
Brand Perception

 Abstract This research aims to examine the role of brand preference, luxury brand perception and country of origin in influencing consumers to buy Blackberry smarthphone, as well as to examine the role of country of origin in influencing luxury brand perception. The population of this research are students in economics faculty of Indonesia Islamic University, and the sample used is 250 respondent. This research was found that the most devotee of blackberry smartphone is women, with 53,6%, aged between 18-23 years old, with a pocket money between Rp1.000.000-Rp2.000.000 monthly and expenditure of Rp500.000-Rp1.499.999 monthly. By using Structural Equation Modeling, the results show that there are positive and significant impact on the country of origin to the purchase intention, positive and significant impact on the country of origin to luxury brand perception, positive and significant impact on the luxury brand perception to purchase intention and positive and significant impact on the brand preference to purchase intention of blackberry smartphone’s consumer in economics faculty of Indonesia Islamic University.

Luxury Brand Perception and Consumer Attitude to Extended Luxury Brand

2014 ◽  
pp. 191-199
Author(s):  
Hao Zhang ◽  
Xiaoyu Zhao ◽  
Changhan Lee
Keyword(s):  
Emerging Markets ◽  
Social Dimension ◽  
Consumer Attitude ◽  
Luxury Brands ◽  
Luxury Brand ◽  
Value Perception ◽  
Functional Dimension ◽  
The World ◽  
Luxury Products ◽  
Brand Perception

South Korea, as one of the largest economies and emerging markets in the world, continues to be attractive to luxury companies. There is dramatic increase in purchasing power for luxury products in Korea. This chapter discusses Korean consumers' value perception of luxury products and their influences on consumers' attitudes to extended luxury brands. The result shows that functional dimension, financial dimension, social dimension, and brand dimension can significantly influence consumers' attitudes. At the end of the chapter, conclusions and implications are discussed.

...and they lived luxury ever after: storytelling as a driver for luxury brand perception and consumer behaviour

2018 ◽  
Vol 1 (4) ◽  
pp. 283
Author(s):  
Jan C.L. König ◽  
Klaus Peter Wiedmann ◽  
Nadine Hennigs ◽  
Janina Haase
Keyword(s):  
Consumer Behaviour ◽  
Luxury Brand ◽  
Brand Perception
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