Advances in Smart Systems Research

Publisher Future Technology Publications
Vol. 3 No. 1 Workshop Papers from KES Conferences 2013
Journal ISSN 2050-8662
 
Article TitleEmpirical research in luxury brand image in Japan
Primary AuthorZhiqing Jiang, Graduate school of commerce, Waseda University (JAPAN)
Other Author(s) Shin'ya Nagasawa
Pages 38 - 43
Article ID isrp13-003
Publication Date 20-Mar-14
Abstract

The object of this paper is to demonstrate how luxury brands build up their brand image in a competitive market such as Japan. We interviewed six brand managers of Bally and Tod's Japan and then dispatched questionnaires to 73 consumers. Exploratory factor analysis and multiple regression analysis were utilised to analyse the data obtained from the questionnaires in order to test the hypotheses. The location and store atmosphere of luxury stores, E-commerce, online Ads and newsletters, origin, iconic products, symbols and PR events have positive effects on consumers' impression of luxury brands.

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Remarks Paper presented at the ISRP-13 Intelligent Systems Research Progress Workshop at the 17th Annual KES Conference - Kitakyushu, Japan, 9, 10 & 11 September 2013