|其他題名: ||The relationship between brand association and brand loyalty in luxury goods|
|作者: ||姜駿傑;Jiang, Jun-jie|
|關鍵詞: ||時尚精品;品牌聯想;品牌忠誠度;Luxury Goods;Brand Association;Brand Loyalty|
|上傳時間: ||2010-01-11 04:14:00 (UTC+8)|
What exactly are the factors that make expensive fashionable luxury items so attractive? Despite the gloomy outlook of the global economic and falling incomes, many people are still willing to spend stacks of cash to buy limited edition products all over the world. The successful cultivation of a “brand” has become the goal that every luxury brand company strives most to achieve. Under the management of luxury goods groups, the brand value of luxury brand goods far exceeds the practical use value of the product itself. Among the world’s major luxury brands, the brand value of fashionable luxury items is no less than that of other consumer or technology brands.
The greatest difference between this study and past domestic studies involving luxury brands is that this study examines the consumptive behavior of female fashion connoisseurs based on their own views. At the same time, the individuals and phenomena researched are placed in a broader social context, delving into the deeper social implications behind these phenomena, using qualitative research methods to better understand luxury brand goods consumption phenomena.
The interviews conducted reveal the complex nature of luxury goods. They can symbolize identity, status, wealth, and achievements, while they can also be practical items that add personal flair to dress for all occasions, allowing people to experience beauty, simultaneously pleasing the owner and others. Luxury goods are the most fashionable items of the times, melding the traditional and the innovative to satisfy people’s psychological need to both fit in and stand out by being different. Luxury goods are also a kind of social product, used by people to express themselves and interact with others and, in doing so, cultivate feelings and relationships.
Therefore, three conclusions can be made based on the results of the interviews:
1.There is a significant relationship between female fashion connoisseurs’ brand associations and their brand loyalty.
2.Female fashion connoisseurs’ brand loyalty is of the emotional variety.
3.Luxury goods groups must increase their brand association in order to increase consumers’ brand loyalty.