http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
FACTORS AFFECTING CONSUMER ATTITUDE AND PURCHASE INTENTION OF LUXURY BRANDS
Jared Lloyd,Isaac Cheah 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
This paper identifies the key antecedents and moderators with regard to brand attitude and purchase intention of luxury brands. The findings suggest that is a strong importance of status seeking, as well as informational influences towards consumer brand attitude of luxury brands for both subtle and prominent brands. In addition, the moderating results indicate that consumer need for subtle branding only moderated the relationship between informational influences and consumers band attitude for subtly branded luxury products.
CONSUMERS’ NEED FOR SUBTLE BRANDING
Jared Lloyd,Isaac Cheah 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
This research aims to consider the respective roles of status seeking consumption, interpersonal influence and need for uniqueness, and to set these relationships within a broader theoretical context of the literature on the “extended self” and “self-congruity”. Furthermore, “consumer’s need for subtle branding” (e.g. inconspicuousness of a brand’s mark or logo) is proposed to moderate the relationship between these consumer attitudes toward luxury brands and the purchase intention of luxury brands.