Determining the Value of Brand Origin and Brand Image Investment for High End Luxury Brands
... in various markets. Using this goal at heart, we studied consumers from your UK and India employing a structured quantitative survey. Prior scientific studies concentrating on regularly consumed products have found a greater influence of brand name origin on collectivist consumers. However, contradicting results were noticed in the context of luxury purchase intentions. The research results claim that consumers in individualist developed market rely more on brand origin cues than consumers in collectivist, developing markets. This is often caused by the nature of the market and competition. British consumers have come across the entire process of globalization for a longer period ... markets. This is often caused by the nature of the market and competition. British consumers have come across the entire process of globalization for a longer period than their Indian counterparts. While the elite within the Indian market were as aware and consuming global luxury brands as their developed country counterparts, the masses were not. Furthermore, global luxury brands entered several developing markets including India in the late 1990s and early 2000s. For example, LVMH entered India by way of a partnership in 2003, and Armani found its way to India only in mid-2007. The longer exposure with the masses to ...
Tags: luxury marketing | branding | brand origin | brand image | luxury brands | global luxury |
Tags: luxury marketing | branding | brand origin | brand image | luxury brands | global luxury |