Track

MM

Presentation Type

Event

Description

Twenty-first Century is an individualization century. More and more people purchase luxuries during the desire of self-expression become more expanding. Luxury brand build a deeply emotional communication with consumers through product style and brand character, which make consumers forming a sense of dependability and identification, then come into being consumption custom and become a loyalty one.But at the present stage, the system of brand personality dimension still has limitations when it explains the character of luxury brand. Luxury brand has especial meaning and value, reflects one's social status and embodies product function and quality. On the other hand, luxury brand can easily build a strong relationship with consumers. In this paper, a new luxury brand character dimension scale is constituted in order to provide a scientific survey tools for study of luxury brand character, and provide method and evidence for the study of luxury brands.

Share

COinS
 
Nov 9th, 12:00 AM

Preliminary Constitution of Luxury Brand Personality Dimensions

Twenty-first Century is an individualization century. More and more people purchase luxuries during the desire of self-expression become more expanding. Luxury brand build a deeply emotional communication with consumers through product style and brand character, which make consumers forming a sense of dependability and identification, then come into being consumption custom and become a loyalty one.But at the present stage, the system of brand personality dimension still has limitations when it explains the character of luxury brand. Luxury brand has especial meaning and value, reflects one's social status and embodies product function and quality. On the other hand, luxury brand can easily build a strong relationship with consumers. In this paper, a new luxury brand character dimension scale is constituted in order to provide a scientific survey tools for study of luxury brand character, and provide method and evidence for the study of luxury brands.

 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.