Attitude Research About Luxury Brands

The study focused on the factors of customer-based luxury brand value (brand attitude), explored what the luxury brand attitude came from, aiming to find feasible ways for luxury brand managing.Based on brand fate is decided by consumers' brand attitude, and it also decide brand value and brand equity, we had literature reviews of brand, brand value, brand equity and Multi-attribute Attitude Theory and Reasoned Action Theory, and have a conceptual framework of our study.After second-hand materials study and Marketing Handbook research, we had narrowed down the brand attributes to 5P, which has formed the brand attitude, they are: Product feature, Performance, Perceived quality, Perceived image and Premium price.Based on the above examination, we set up the Consumer-based luxury brand attitude model. About four hundred customers participated in interviews, case studies and questionnaire survey. After spss analysis, the main results were shown as follows:1) Consumers' attitude among luxury brands are significantly different;2) As the industry is different, luxury brand attitude is formed bydifferent brand attributes, and the contribution of each attribute is also different;3) Perceived quality is a very important attribute which influence consumers' brand attitudes, but as brand is different, the strength of influence is also different;4) Perceived image and Premium price of luxury brands are two important brand attributes.It is the first study which has connected attitude theory with luxury brand research. It has set up a model to measure the forming of brand attitude, which can give you a different insight to branding strategy.Finally, suggestions for luxury brand managing were proposed.