With the Chinese economy gradually development and the frequent culture communication with other countries. which leads a newly change for Chinese consumer lifestyle and value disposition, based on this situation, the Chinese luxury brand market is di...
With the Chinese economy gradually development and the frequent culture communication with other countries. which leads a newly change for Chinese consumer lifestyle and value disposition, based on this situation, the Chinese luxury brand market is different from High-Touch market, which has being featured as different market composition members, consumption habits, and consumer convenience. Compared with European, USA and Japan market, despite Chinese luxury brand market comparatively developed slowly, with the increasing of Chinese consumer income, the expansion of the middle class, and besides, the change of in searching of consumption and lifestyle, The Chinese luxury brand market continually keep on high speed developing. Currently, the Chinese market scope has already ranked the second in the world after Japan, furthermore, according to estimation, till the end of 2012, the Chinese luxury brand market scope will overtake Japan as the largest luxury brand market consumption country.
The domestic and overseas luxury brand company will continually and positively entry into China luxury brand market as they provide a high evaluation that the China luxury market will maintain high speed developing, consequently, more and more luxury brand which entry into the Chinese luxury brand market will lead to much more fierce competition. Based on this background, it is very necessary to explore the Chinese values and the brand value factors which affect consumer's brand attachment or brand loyalty.
Though the analyses on the Chinese consumer characteristic and the situation of China luxury brand marker, this study aims to analyse the Chinese consumer's lifestyles, their values and the brand value factors which affect consumer's brand attachment or brand loyalty. And according to the consumer self-construal, analyse the differences between independent self-construal consumer group and interdependent self-construal consumer group. Moreover, Based on these research results,to explore the practical implications for the marketers.
The results of this study can be divided into three parts. Firstly, the hedonism value, status value which cannot affect the Chinese consumer luxury brand purchase intentions, but in terms of the price value, pleasure value and self-extended value which affect the Chinese consumer luxury brand attachment. Secondly, the luxury brand loyalty which can be attentively affected by brand attachment. Thirdly, according to the self-construal, classified the questionnaire into 2 self-construal consumer groups and ascertained their differences. And in 2 self-construal consumer groups, the brand attachment also can not affected by the ostentation value and function value. However, the brand attachment which was affected by the price value and pleasure value in independent self-construal consumer group which compared with the interdependent self-construa lconsumer group, the affection was much more widely. And the brand attachment which was affected by the self-extended value in interdependent self-construal consumer group which compared with the independent self-construal consumer group, the affection was much more widely.
Accordingly, in order to advance the consumer brand attachment and the loyalty, the marketer who really provide an evaluation for the Chinese consumer characteristics, and advance the luxury brand quality and luxury brand price value, pleasure value, and self-extended value. furthermore, according to the difference between the independent self-construe consumer group and the interdependent self-construe consumer group, to establish the differential marketing strategy looks like much more important.
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