Research On The Influence Of Luxury Brand Premium

The newly released "2010-2011 World Luxury Association Annual Report" showed by the end of 2010, the total consumption of the luxury market in mainland China increased from 9.4 billion U.S. dollars in 2009 to 10.7 billion U.S. dollars in 2010. China's appetite for luxuries is growing faster than that of any other country, and it is expected to surpass Japan as the largest luxury consumer in 2012. For luxury goods manufacturers, the Chinese market represents a double-digit growth each year. Meanwhile, it is just the kind of pursuit of the expansion of middle class that is further moving forward the Chinese people's integration into the world in both life quality and fashionable taste and is even making China take the lead in some aspects around the world. The theory of Brand Premium has not only provided a new perspective and theoretical framework to academicans and practitioners but also probed into the underlying aspects of the development of luxury brand premium will be easily paid to a brand if the consumer is attached tightly with the spiritual contents of the brand. In another word, high emotional loyalty and brand satisfactory play the decisive role in brand premium.Under the empirical analysis, this article investigates in the brand premium of luxury brand. Firstly, chapter one and two organizes and summarizes the characteristics and classification of luxury,luxury brand and brand premium. Secondly, on the basis of literature review and theoretical analysis, chapter three finds out the key influencing factors of luxury brand premium. Hypothesis and conceptual model are proposed after probing into the brand premium of luxury brand. Meanwhile, based on focus groups interviews and questionnaires, database is analysed by bivariate correlate and linear regression of SPSS 11.5 statistical software. Finally, the hypothesis and conceptual model is modified and the conclusions are below.①Brand association brand leadership,perceived quality,perceived value,satisfaction and emotional loyalty have significantly positive relationship with brand premium.②Brand premium is directly influenced by satisfaction which is directly influenced by emotional loyalty.③Brand association influences both perceived quality and brand leadership. And then as a whole they indirectly influence brand premium through emotional loyalty.With the help of Netemeyer model, this artical is not only proved that the research has significant contributions to the theory of luxury brand premium but also showed the author's advice and suggestion to the future development of Chinese brand management.