THE EFFECT OF BRAND IMAGE ON PURCHASE INTENTION: A STUDY OF LUXURY PRODUCTS
Department of Business Administration, Fu Jen Catholic University, Taiwan
This study explores the relationship between consumer’s brand image and purchase intention about luxury goods. Consumers of different ages and occupations have different brand image and needs for luxury goods. Therefore, hope to understand and explore the consumers of different age groups that think about the Luxury’s opinion.
Because people love beauty, love to dress up, the pursuit of fashion, including the clothes, handbags and accessories have become one of the necessities of the people. Because of the good economic development to promote consumer spending power and the luxury’s market expansion. Regardless of age, gender, streets, people's personal luxury goods most obvious is ring, earring, necklace, sunglass, necktie, scarf, watch, handbag, etc. People will become more colorful in their lives and their own value.
Keywords: Luxury, Personal Luxury Goods, Brand Image, Brand Awareness, Brand Preference, Product Involvement, Purchase Intention