Our market today is flooded with luxury fashions and accessories that are carrying a wide number of brands using campaigns and promotions that are strong. It is found by researchers that these luxury brands could come to a particular country of origin and they are invading another area with a prestigious reputation, and all of this is because they are budgeting a big amount of money in their finance budget just to build these image.
Consumers would be looking for some understanding when choosing what to look for in a brand and which brand would give a sense of belonging to their particular choice of social group, and brands which create cues would have a better edge in capturing the market. Furthermore, with the cues presented by these brands, consumers will have a wider understanding about the brand which would determine the luxury consumption of that brand.
In the past years, marketing experts are intrigued about the topic of luxury consumption, and so they are looking into brand origin and brand image as the so-called management controlling factors to impact this issue.
To come up with answers on how consumer expectations can be maximized using these management controlled factors, questions like the effects of brand origin and brand image as branding cues on the purchase intention of the consumers, and if these will have the same effect to the developing and emerging markets.
For management and marketing experts to decide whether it is worth the money or not to develop these wide range of luxury brands, knowing the answers to the above questions will be the key to the decision. With the answers too of these issues, one can determine the kind of standardization and adaptation needed in order to be able to promote these luxury brands in the different markets.
With the above goal in mind, there are studies conducted in some brand country origins that are structured quantitative survey.
Results from researches under the purchase intentions of luxury brands showed that consumers would rely more on the cues of the brand origin because of the nature of the market and competition. The mass market then would be exposed to the global luxury products thus increasing competition as they get conscious of the cues from brand origin.
The next finding that researchers have found that would influence consumer purchases is the brand image, which provide connections between interpersonal influences and that of the luxury brand. The study further implies that individuals would show a higher self-brand connection if the brand image is associated with the social group of the people. Thus, the importance of brand building has been proven again to have an impact through these brand cues.