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THE ROLE OF BRAND PROMINENCE IN CONSUMERS’ PURCHASING INTENTIONS
Hyunsuh Kim,Elena Valkova,Benjamin Voyer 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
Brand prominence has emerged in the last years as a promising research area in luxury marketing. The present research looks at extending our current understanding of the role played by the conspicuousness of a brand’s trademark or logo on consumers’ purchase intentions. Drawing from qualitative (semi-structured interviews) and quantitative (online questionnaire) research methods, we explore the impact of logo size (small vs. large) and nature of products (high street vs. luxury) on consumers’ attitudes towards products, intention to buy and willingness to pay. The explorative qualitative part features semi-structure interviews to understand luxury consumers’ opinions on brand prominence. The quantitative part features a 2 (prominence: low vs high) x2 (luxuriousness: high street vs luxury) mixed factorial design. Participants are first presented with images of t-shirts with varying logo sizes (small vs large; prominence: low vs high) and varying brands (luxuriousness: high street vs luxury) before answering a series of questions in relation to their products and brand preferences. This research carries both theoretical and managerial implications. In terms of theoretical implications, it contributes to a better understanding of brand prominence, and the difference between high street vs luxury brands in terms of consumer perception. In terms of managerial implications, it can help marketers to optimise the size of a logo and brand name depending on the nature of the brand they work with.
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