The Impact of Brand Benefits on Brand Trust, Brand Affect and Brand Relationship Quality: A study of Luxury Brand

• Main Authors: Yu-Ping Chen, 陳玉屏
• Other Authors: Yuan-Shuh Lii
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/12774902600702142555

碩士 === 逢甲大學 === 企業管理所 === 94 === Luxury, as a concept and a material good, is an obsession of today’s consumer society. The rapid rise in standards of living and increasing consumer product knowledge has given rise to a democratization of what has traditionally been described as top-of- the-range products, (Bialobos, 1991; Villacampa, 1995; Sharpe, 2002). Some luxury brands only could be owned by few people who have privileges in early days, now more and more middle class people can also own them. Today the relationship between customer and brand becomes more and more important. Brand relationship even plays a key role in marketing area; however it still lacks enough relative study. Jonathan S. and Franck (2003) pointed out that luxury goods are characterized by a distinctive mix of three brand benefits in terms of functional, experiential and symbolic. Therefore in this study, the impact of brand benefits on brand trust and brand affect would be discussed. We use utilitarian value, hedonic value and self-congruity to present the three brand benefits. And the influence on brand trust and brand affect on brand relationship quality (BRQ) would also be discussed. In this study, research unit was focused on the consumers of some luxury brands and some non-luxury brands. The results of study list below: 1.Luxury brands’ consumers perceive a higher degree of mix of three brand benefits than non-luxury brands’, especially in terms of experiential (hedonic value) and symbolic (self-congruity). 2.Three brand benefits have positive effect on brand trust of luxury brands’ consumers. Only Experiential benefits (hedonic value) and symbolic benefit (self-congruity) have positive effect on brand trust of non-luxury brands’ consumers. Three brand benefits have positive effect on brand affect of both luxury brands’ consumers and non-luxury brands’ consumers. 3.Brand affect have positive effect on brand relationship quality (BRQ).