The Impact of Brand Image on Consumer Behaviour of Luxury Goods of Fashion Industry in China

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The Impact of Brand Image on Consumer Behaviour of Luxury Goods of Fashion Industry in China By Chi-Wen Cheng 2006 A Dissertation presented in part consideration for the degree of “MSc International Business” 1 Acknowledgement I would like to attribute my work to my family, especially my parents’ fully support, and I would like to thank my supervisor, Professor T.C. Melewar for guiding me from the very beginning’s proposal till the end’s final work. Besides, I appreciate all my friends’ and flatmates’ accompany so that I can pass the difficult time during the work. Especially, thanks Heidi, Lucy and WeiJiin for helping me conducting the interview and my best friend’s company, Kamil. Without all of you, I will not be able to finish this dissertation. Thank you. 2 Abstract When we are marching into the next century, we have been witnessing China emerge as a great economic entity in the world. China, as a newly emerging market, has many affluent opportunities to be discovered and developed by business organisations from different industries. With the great population and the government’s liberalising attitude, China has made itself an auspicious country for luxury goods of fashion industry. Consequently, it is significant for marketers to understand how Chinese consumers’ behave and what their attitude is so as to tap the astronomical opportunity in China. As a result, I am inspired to find out the impact of brand on consumer behaviour of luxury good of the fashion market. Also, due to China as a potential emerging market, my supervisor and I decided to narrow down the research scope to only China, instead of Asia. Consequently, this essay aims to describe the impact of brand on consumer behaviour of luxury goods, to examine how brand image influences consumer behaviour, how Chinese consumers perceive luxury goods and propose how
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