Research On The Influence Of Multi - Dimensional Attribute Of Luxury Brand On Customer Loyalty

The reform and opening-up policy, not only promote the rapid development of China’s economy but also improve people’s living standards, and accompanied by growth of rich Chinese people, China has become a big luxury consumption country. Over the past few years, the Chinese luxury market is showing a process of going from high growth to slow development, the phenomenon of slowing development and adjustment constant, is owing to China’s macro-policy factors, more importantly, because Chinese consumers have become more sophisticated and rational. Therefore, based on consumption steady growth under China’s new normal background, this paper explores motivations which hide in luxury consumer purchasing behavior.First of all, by summarizing the literatures, based on luxury brands SCE theory, and consumer perceived value theory, this paper puts forward Chinese consumers luxury brands multidimensional attributes structure, that is cultural attributes, affective attributes, social and economic attributes. Secondly, with the methods of Critical Incident Technique depth interviews and small-scale pre-study, this paper tests the reasonableness of the luxury brands multidimensional attributes model. Thirdly, this paper employs exploratory factor analysis to obtain luxury brands multidimensional attributes scale through formal survey by reliability test, then it uses confirmatory factor analysis and validity test to verify stability of multidimensional attributes structure model, and it shows that cultural attributes are consist of ―family prestige‖ and ―behavior in line with the status‖ two factors; affective attributes obtain one factor ―personal spontaneous-social related affection‖; social attributes include ―conspicuousness‖, ―uniqueness‖, ―sociability‖ and ―symbolism‖ four factors; economic attributes have ―quality assurance‖, ―self-directed pleasure‖, ―self-pleasure‖ and ―congruity with internal self‖ four factors. Besides, the paper explores that each of luxury brands multidimensional attributes has a significant impact on customer loyalty. Finally, the paper adopts cluster analyses to divide the Chinese luxury consumers into five types by each component factors of multidimensional attributes, namely AECS type, SC type, ESC type, ES type, SEA type, and luxury brands multidimensional attributes have significant impact on perception value of five types, the order is social, economic, cultural, affective attributes by importance.According to research the luxury brands multidimensional attributes structure, depending on the consumer various demands, this paper helps enterprises adjust their marketing positioning, develop effective customer loyalty program, and it proposes effective suggestions for Chinese enterprises to make high-end brand strategy and marketing management. At the same time, this paper provides new ideas and reference value for the global luxury brand enterprises to better adapt to the Chinese luxury consumer market under the new normal background.