Transcript A study of the luxury brand image and its influence upon

A study of the luxury brand image and its
influence upon consumer perception
Review of Literature
• luxury brands
• Consumer perception
• Semiotics
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Luxury brands
• The term “luxury” is currently and commonly
used by marketers in most product or service
categories to communicate to consumers a
particular tier of offer
(Dubois et al., 2005)
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Luxury brands
• “A brand is a tangible or intangible concept that
uniquely identifies an offering, providing
symbolic communication of functionality and
differentiation, and in doing so sustainably
influences the value offered.”
(Jevons, 2007)
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Consumer perception
• Consumers can derive subjective intangible benefits
from these goods beyond their functional utility,
while additional motivations to purchase them
include their higher levels of quality and authenticity
(Vigneron & Johnson, 1999)
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Consumer perception
• A fashion good’s brand image denotes to what
extent a consumer is willing to pay extra money
to obtain the particular brand, while at the same
time another product of similar quality could be
purchased at a cheaper price.
(Kort, Caulkins, Hartl & Feichtinger, 2006)
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Consumer perception
• The consumer decision to buy a “conspicuous”
product depends not only on the product’s
functionality, but also on social needs such as
prestige
(Amaldoss & Jain, 2005)
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Consumer perception
• Customers discuss luxury goods in rich hedonic
language describing them as “opulent”, “pleasing
to the touch and eye” and designed to “indulge
and delight”
(Tynan, Mckechnie, & Chhuon, 2009)
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Consumer perception
• Successful brands are those where consumers’
perceptions of a brand are identical to a firm’s
and both are identical to the customer’s original
specification
(Kort, Caulkins, Hartl & Feichtinger, 2006)
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Semiotics
• The study of systems of signs is called semiotics
(Echtner, 1999)
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Semiotics
• Signs are identified as anything that can be used
to represent something else
(Berger, 1984)
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Semiotics
• A sign not only stands for something, but it also
stands for something to somebody in a certain
respect
(Hawkes, 1977)
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Semiotics
• Semiotics can contribute to more fully
understanding human communication and
behaviour
(Echtner, 1999)
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~ Thanks for your attention ~
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