Advances in Economics, Management and Political Sciences

- The Open Access Proceedings Series for Conferences


Advances in Economics, Management and Political Sciences

Series Vol. 2 , 22 March 2023


Open Access | Article

Three Main Tools for Luxury Brands to Strengthen Customers’ Perception of the Brand

Jingzhi Lin * 1
1 Guangdong Experimental High School

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 2, 16-20
Published 22 March 2023. © 22 March 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Jingzhi Lin. Three Main Tools for Luxury Brands to Strengthen Customers’ Perception of the Brand. AEMPS (2023) Vol. 2: 16-20. DOI: 10.54254/2754-1169/2/2022014.

Abstract

The paper is mainly focusing on examining strategies for firms in the luxury goods market to increase sales. In this paper, the 3 strategies: why logos play an essential role in this industry, why traditional luxury brands began collaborating with fashionable brands and why luxury brands pay high fees to celebrities to engage them as spokespersons, are illustrated. After elaborating on these strategies along with an empirical research and screenshots, the results show that one of the reasons why people are fond of buying luxury products is that logos represent a sense of superiority and may show the owners’ status; collaboration draws people's attention and increases purchase desire as a large number of people appreciate the combination of luxury and street fashion; star effect leads to many customers want to follow or imitate their idols so they are likely to purchase the clothes or items which their idols have worn.

Keywords

logos, star and celebrities, collaboration, customers’ thoughts, strategies, luxury brands

References

1. Truong Young, Simmons Geoff, McColl Rodd and Kitchen Philip J., “Status and Conspicuousness – Are They Related? Strategic Marketing Implications for Luxury Brands”. Journal of Strategic Marketing, P189-203, https://doi.org/10.1080/09652540802117124, (2008).

2. Dubois David, Jung Sungjin and Ordabayeva Nailya, “The Psychology of Luxury Consumption”. Current Opinion in Psychology, P82-87, https://doi.org/10.1016/j.copsyc.2020.07.011, June(2021).

3. Kim Kyulim, Ko Eunju, Lee Mi-ah, Mattila Pekka and Kim Kyung Hoon, “Fashion collaboration effects on consumer response and customer equity in global luxury and SPA brand marketing”. Journal of Global Scholars of Marketing Science 24(3), 350-364, (2014)

4. Jang Eun-Young, “An analyze on cases of fashion collaboration strategy”. Journal of Fashion Business 10(6),110-121, (2006).

5. Wang Jau-Shyong, Cheng Yen-Fen and Chu Yi-Ling, “Effect of celebrity endorsements on consumer purchase intentions: Advertising effect and advertising appeal as mediators”. Human Factors and Ergonomics in Manufacturing & Service Industries 23(5), 357-367, (2013).

6. Chiuri,Grazia Maria, “Logo lust”. DNA.Sunday; Mumbai. P.1. Mumbai (2017).

7. Fox Marisa , “Letters of luxury”. Newsday, P.1. Long Island, N.Y. 19 Apr 2000.

8. Shula Paurav, Jay Want Singh and Madhumit, “They are not all same: variations in Asian consumers' value perceptions of luxury brands”. Springer Science + Business Media New York, P. 268 and 269. New York (2015).

9. Wilcox Keith , Hyeong Min Kim and Shankar Sen, “ Why do consumers buy counterfeit luxury brands ?”. Survey Michigan, P.249, 250 and 256, University of Michigan (2009).

10. McCormick Karla, “Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions”. Journal of Retailing and Consumer Services, P39-45, https://doi.org/10.1016/j.jretconser.2016.05.012,(2016)

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
ISBN (Print)
ISBN (Online)
Published Date
22 March 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/2/2022014
Copyright
22 March 2023
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated