The Impact of Advertising on International Students' Choice of Luxury Brand

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The impact of advertising on international students’ choice of luxury brand According to Mazzarol and Soutar (2002, p.1) and Maringe and Carter (2007), amount of students with wealthier family go abroad to the United Kingdom (UK) to receive high education. There are nearly 431,235 international students in the UK in 2011-2012, which has increase 6,601 members from 2010-2011 (Universities and Colleges Admissions Service). Due to the increasing number of international students in the UK, there is a need to understand international students’ shopping behavior in order for luxury brands to develop their unique style (Wiedmann and Hennigs, 2013, p.9). The impacts of advertising on customers and their shopping behaviors, focusing on companies’ optimal strategies designing have been commented by previous studies. The available research regarding the impact of advertising on customers in order to provide a theoretical framework for the research is being examined as this literature review’s purpose. The role of advertising will be examining first, advertising’s impact on products sales will be the following step. Final will discuss the various factors that will affect customer behavior to buy luxury brand products. The role of advertising towards purchasing brand named products is considered important from the prospect that advertisement seem to embody the brand products and spread widely and quickly. Kates and Goh (2003, p.60) claims that advertising as to transmit the existence of and perhaps modify beliefs about the products quality and impact of this dimension of brand image. Sriviroj (2007, p.6) express that advertising is to help control the acquisition of value, and give it direction; although there is no advertisement, products would still get a ‘branding’, but it may not be the one that customer want (ibid). Although both Kates and Goh and Sriviroj provide the

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