A big number of brands that carry luxury fashions and accessories are using aggressive campaigns and promotions, and they are flooding our market today. 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. Also, a wide understanding about the brand will be brought about by these cues that would determine the level of consumption in the market.
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 have ideas on these management controlled factors can optimize consumer expectations, there are questions to be asked to gain knowledge, like what are the effects of branding cues such as brand origin and brand image on buying intentions, and if the developed and emerging markets will be impacted with these.
By providing answers to the issues stated above will help researchers and managers to know whether it is worth or not to allot a big budget to develop these brand image. Thus, by answering these questions, a company would be able to decide the how to standardize and make adaptations of these luxury brands in the intended market.
With the above goal in mind, there are studies conducted in some brand country origins that are structured quantitative survey.
According to the results from researches, the consumer intention to buy luxury brands would take the cues of the brand origin in the context of luxury purchase intentions and this is further because of the nature of the competition and the market. Thus there is an increasing information and exposure to the global luxury products by these mass markets since they get information from brand origin.
The next influencing factor is the brand image which according to research findings has a significant connection between the luxury brand and the personal influences. 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, these brand cues again have proven that brand building has a big role in luxury brands.