奢侈品包購買動機(jī)與品牌標(biāo)識顯著性偏好的關(guān)系研究.pdf

1、南京師范大學(xué)碩士學(xué)位論文奢侈品包購買動機(jī)與品牌標(biāo)識顯著性偏好的關(guān)系研究姓名：馮律申請學(xué)位級別：碩士專業(yè)：工商管理；企業(yè)管理指導(dǎo)教師：王平20110517AbstractAbstractBrandprominenceisdefinedastheextenttowhichaproducthasvisiblemarkingsthatmakeobserversrecognizethebrandIt’Sfocusedbybothluxuryand

2、fashionindustriesIt’Sfindthattherehasdifferentpreferencebetweendifferenttypes’customers，howeveritsstillnostudyaboutconsumer’Spreferenceofbrandprominence’SstartedfrompurchasemotiveOnthebaseofsumminguppreviousstudies，wetry

3、tofindtherelationshipbetweenluxurygoods’purchasemotiveandbrandprominencebyempiricalstudyTheresultsshowthattherearefivemotivesdriveconsumerstopurchaseluxurygoods，ⅡleyarcSnobMotive，VeblenianMotive，BandwagonMotive，Perfectio

4、nistMotiveandHedonistMotiveWhileVeblenianMotiveandBandwagonMotivehasapositivesignificanteffectOilprominenceofbrand，SnobMotivehasanegativesignificanteffectonprominenceofbrandThatmeansChineseconsumers’preferenceofbrandprom

5、inenceaffectedbyVeblenianMotive，BandwagonMotiveandSnobMotiveThestudyalsofindthatpersonalattributeshaveacertainimpactonthepreferenceofbrandprominenceIt’Smainlyshows011differenteductionbackgroundconsumersthatthelowereducat

6、ionleveloftheconsumerthelouderluxurygoodstheywanttobuythehighereducationleveloftheconsumerthemorequietluxurygoodstheywanttobuyFollowingrecommendationswereraisedforluxurycorporationsmarketingmanagementonthebaseoftheconclu

7、sionsofthestudyOnthebaseoffocusconsumerreasonablytheyshouldupdatetheirknowledgeofthepurchasemotive’Schangeoftheirtargetconsumersassoonaspossible，andhavefullyawareofthatChineseconsumptionabilityandconsumptionconceptsaremo

8、reandmoresimilarastheconsumersofdevelopedcountriesFocusonimprovingthetasteofChineseconsumersandstrengthenthedesignofsubtlecuestoshowbrandtotheconsumersConsiderthesocialfunctionofluxurygoods，advertisingtheirbrandtoeverybo