Drivers of Customer Brand Loyalty to Luxury Brands: A Study of The Fashion Retail Sector of Bangkok

Abstract

Since its first footprint in Europe a century ago, luxury brand culture has since gone global, with its echoes especially felt in Asia in the recent years. How did the luxury brand culture spread from Europe’s elite to Asia? What has driven people to become committed to premium and luxury brands? This study is about brand loyalty as well as the drivers of consumer brand loyalty to luxury brands. This study seeks to contribute to the existing and emerging consumer research in Thailand. Due to the broadness of the retail industry, the present study has narrowed down to the luxury fashion industry of retail. A field survey was conducted in premium malls located in the Bangkok city centre using a questionnaire-based survey. An interview with a manager in the luxury retail industry was also conducted. The findings can be significant to luxury brand experts who are looking to grow or improve customer relations.