Consumer Perspectives of Cultural Branding- the Case of Burberry in Taiwan

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Original Article Consumer perspectives of cultural branding: The case of Burberry in Taiwan Received (in revised form): 13th May 2011 Norman Peng is a senior lecturer in Marketing at the University of Westminster Business School. He earned his PhD in Management from Royal Holloway University of London. Dr Peng’s publications have appeared in Marketing Intelligence and Planning, the Taiwan Journal of Democracy, the Journal of Travel and Tourism Marketing, Qualitative Market Research and various international conferences. Annie Huiling Chen earned her MBA in Management from Royal Holloway, University of London. She is currently pursuing her PhD in Ming-Chuan University (TW). Ms Chen’s publication has appeared in the Taiwan Journal of Democracy, the Journal of Travel and Tourism Marketing and European Advances in Consumer Research. Her primary interest is on consumer behaviour research and promoting social awareness of pet-related issues. ABSTRACT Luxury brands are cultural phenomena forged by marketing efforts and country image. Yet although many Western luxury brands have iconic status among Asian consumers, the intertwining relationship between these two factors requires further clarification because the influence of local context is often lacking from considerations of such products. The study entailed 31 in-depth interviews with Taiwanese respondents during a 6-month data-gathering period in premium shopping centres in Taipei and Kaohsiung. An interpretive approach to their discourse was adopted for transcript analysis. The findings differentiated two sources of Burberry’s brand meaning. One is based on the company’s history, designs and marketing campaigns, whereas the other draws on Britain’s cultural attractiveness. The research revealed that although this latter approach to branding can be a key appeal for consumers, it inevitably leads to a certain

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