The influence of Consumer Life Styles, Degree of Product Involvement and Brand Personality on the Perception of Brand Luxury

• Main Authors: Yu-Ta Chen, 陳昱達
• Other Authors: Tsung-Chi Liu
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/19280333925432516606

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 94 === The practitioner's view, how survey the brand value objectively, possibly discovers to affect the brand value the factor, the reality is an important topic. Perception of brand luxury with the brand personality available helps the weight brand value, penetration brand personality mold, perception of brand luxurious promotion, can cause the product to be different with the competitor, then promotes the brand value. However, the enterprise wants to mold the perception of brand luxury, possibly can because the brand personality, the product involvement and the consumer life style, but has the different explanation. Therefore, this research hopes because of the brand personality, the product involvement, the consumer life style to the perception of brand luxury and the different discussion, causes the perception of brand luxury theory to be more complete, and provides the enterprise carries on when the marketing the reference. This research research respectively by the correlation analysis examination brand personality, the product involvement, the consumer life style and the perception of brand luxury relatedness, again involvement and the consumer life style to carry on hives off, involvement and the different degree by the variance analysis examination different consumer life style in the perception of brand luxury difference. This research effective questionnaire altogether has 312. The result discover that (1)when product invovement tend to product importance or Product cheerful, the relationship with uniqueness , hedonism and extended self are highly positive; (2) when brand personality tend to energe, the relationship with hedonism and extended self are highly positive; when brand personality tend to intellegence, the relationship with hedonism and extended self are highly positive; when brand personality tend to noble, the relationship with quality are highly positive; (3)when consumer life style tend to Self-discipline, the relationship with hedonism and extended self are highly positive; when consumer life style tend to Marital wish, the relationship with conspicuousness are highly positive; when consumer life style tend toconcern the family, the relationship with quality are highly positive; (4) The high product involvement into the group to be able to feel the consciousness, uniquely, cheerful, and extended self; (5)The rule well-behaved tribal grouping tribal group's consumers can feel the consciousness, uniquely, extended self; The free and unrestrained race's consumers can feel the consciousness. Finally and acts according to the research discovery, proposed the correlation suggestion provides the entrepreneur draws up when the marketing strategy the reference.