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The Importance of Brand Value and Origin of Luxury Brands

Our market today is flooded with luxury fashions and accessories that are carrying a wide number of brands using campaigns and promotions that are strong. It is observed that these luxury brands are budgeting a big amount in their finance reserves just to build the image of their brands, and for this reason, when these brands are sold in another area, even if coming from another country, they create a prestigious image for their brands in the market.

Brands can be noted to create cues for their consumers, and in turn, help the consumers to decide which brand would put them in a certain level of luxury with the others. Furthermore, with the cues presented by these brands, consumers will have a wider understanding about the brand which would determine the luxury consumption of that brand.

In the past years, marketing experts are intrigued about the topic of luxury consumption, and so they are looking into brand origin and brand image as the so-called management controlling factors to impact this issue.

To have ideas on these management controlled factors can optimize consumer expectations, there are questions to be asked to gain knowledge, like what are the effects of branding cues such as brand origin and brand image on buying intentions, and if the developed and emerging markets will be impacted with these.

The answers to the above questions will then help scholars and management to know if it is worth it or not to budget finance and develop these wide range of luxury brands. Thus, by answering these questions, a company would be able to decide the how to standardize and make adaptations of these luxury brands in the intended market.

With the above goal in mind, there are studies conducted in some brand country origins that are structured quantitative survey.

According to the results from researches, the consumer intention to buy luxury brands would take the cues of the brand origin in the context of luxury purchase intentions and this is further because of the nature of the competition and the market. With the information from brand origin, these mass markets are increasingly aware of the availability of global luxury brands.

Another influencing factor in consumer purchases is the brand image, which researchers found to give a connection the normal person and to that of the luxury brand. Furthermore, the study reveals that consumers would show a higher self-brand connection if the brand image is in conjunction with the social group this consumer is associating with. Thus, the importance of brand building has been proven again to have an impact through these brand cues.

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