Advances in Economics, Management and Political Sciences

- The Open Access Proceedings Series for Conferences


Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 37 , 10 November 2023


Open Access | Article

The Research on the Influence of Swarovski Brand Image on Chinese College Students’ Purchase Intention

Zhuoqi Hu * 1 , Lei Lyu 2 , Qiyuan Yan 3
1 Beijing International Studies University
2 No.1 Middle School in Liaocheng, Shandong Province
3 Chongqing College of Humanities, Science & Technology

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 37, 135-139
Published 10 November 2023. © 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 Zhuoqi Hu, Lei Lyu, Qiyuan Yan. The Research on the Influence of Swarovski Brand Image on Chinese College Students’ Purchase Intention. AEMPS (2023) Vol. 37: 135-139. DOI: 10.54254/2754-1169/37/20231837.

Abstract

With the gradual improvement of China's overall economic level, the per capita disposable income of Chinese families has also increased. This article hopes to take the luxury brand Swarovski as an entry point, and study its influence on Chinese college students' purchase intentions from the perspective of its brand image. And this paper results of the elements of "luxury brand", in order to summarize the influence of the elements of luxury brand on consumers, and provide theoretical guidance for the future research direction of luxury goods. This article is based on the use of a questionnaire survey, the authors found that 68% students positioned Swarovski as a luxury brand, and nearly half of students believe that Swarovski`s strength lies in the variety of styles. This article believes that Swarovski's brand image has a positive correlation with the consumption behavior of university students, that is, the higher the brand image, the more consumption behavior of university students. However, due to the limited economic strength of university students, the premise of the above conclusion is that Swarovski still maintains relatively low prices for the public. At the same time, as a brand, Swarovski should have a reasonable and effective product marketing strategy, but while establishing a brand image, it should also control the quality of its products and let consumers know whether the products they purchase are truly what they want.

Keywords

Swarovski, Chinese college students, purchase intention

References

1. Cao, Q.: Analysis of the actual influence of taxation on luxury goods in consumption tax on consumption behavior. Modern Economic Information, (2018).

2. Wu, S. J., Hu, Y. J. J., Wu, M. L., Guo, M. J., Analysis of luxury consumption behavior from the perspective of compensatory consumption theory. Business Economics Research, (2020).

3. Xie, Y. Y., Motivation of luxury consumption from the perspective of consumers. Economist, (2022).

4. Hua, Q. H., Hu. K. J., The influence of luxury brand image, luxury value and brand attitude on consumers' purchase intention. The 17th Technology Integration Management Symposium, (2014).

5. Ercis, A., Celik, B., Impact of value perceptions on luxury purchase intentions: moderating role of consumer knowledge. The 4th Global Business Research Congress, (2018).

6. Shukla, P., Is luxury democratization impactful? Its moderating effect between value perceptions and consumer purchase intentions. Journal of Business Research, 2021.

7. Gidaković, P., The influence of brand sustainability on purchase intentions: the mediating role of brand impressions and brand attitudes. Journal of Brand Management, (2022).

8. Poturak, M., SoftiĆ, S., Influence of social media content on consumer purchase intention: mediation effect of brand equity, Eurasian Journal of Business and Economics, (2019).

9. Colella, G., Amatulli, C., Martinez-Ruiz, M. P., Social media marketing and luxury consumption: A literature review, (2019).

10. Brun. A., Casteli, C., The nature of luxury: a consumer perspective. International Journal of Retail & Distribution Management, (2013).

Data Availability

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

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:

1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.

2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.

3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).

Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-095-0
ISBN (Online)
978-1-83558-096-7
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/37/20231837
Copyright
© 2023 The Author(s)
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