| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 99 === The phenomenon which called Trading Up was rising in early 21st century. And it has become a common sense in today’s world showing the global consumer behavior change. At 2003 year the Boston Consulting Group senior vice president Michael J. Silverstein and Neil Fiske present a new concept of New luxury, and he pointed out that the new luxury is a profitable new business model, it puts the high-quality products to the middle market. And it makes the consumer willing and eager to pay the premium price, and put these products first choice in their mind. In our reaserch finding, the new luxury management in the academic literature and practice are mostly made form Western countries.Asian countries, however, is on the rise in the luxury market and it occupies a very important position. Now many emerging countries, consumers are increasingly value the pursuit of self-importance, and the purchase of luxury goods to reward their purchase or to show their unique taste and style. In our reaserch we think that the good quality and low price strategy in New luxury goods must appeal consumers in the Asian market.
Therefore, this research background and explore the following three points:
First, finding the key elements of a new luxury brand in the fashion industry''s of brand.
Second, investigate the key elements influence of a new luxury brand to the brand equity.Third, investigate the difference of different types of new luxury brand to influent the brand equity
Finally, the study found that：
First, there are four key elements of a new luxury brand which is quality, perceived price, luxury doctrine and uniqueness. And they are arranged by the important influence of the uniqueness, quality, luxury doctrine, the final is perceived price.
Second, the four key elements of brand new luxury brand is positively impact on association ,brand loyalty and brand awareness
Third, in the band equity of new luxury brand, the brand association and brand loyalty have a positive impact on brand equity, but the impact of brand awareness to brand equity is not significant.
Four different types of its new luxury brand for impact to brand equity is different.
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