调查消费者对升级再造奢侈品牌的品牌渴望度

IF 3.6 Q1 BUSINESS, FINANCE Strategic Change-Briefings in Entrepreneurial Finance Pub Date : 2022-08-15 DOI:10.1002/jsc.2523
I. Phau, Olamide Akintimehin, Sean Lee
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引用次数: 1

摘要

本文调查了消费者对名牌衬衫的态度和品牌可取性的价值观。本研究情境下的消费者价值包括终端价值和工具价值。研究结果表明,终端价值并没有强烈影响人们对Burberry之前系列衬衫的态度,也没有强烈影响Burberry剩余面料衬衫和Burberry之前系列衬衫相对于Burberry通用衬衫的品牌可取性。工具价值并没有强烈影响人们对Burberry剩余面料衬衫的态度。尽管如此,巴宝莉之前的系列衬衫对品牌吸引力的影响比巴宝莉普通衬衫更大。管理和战略影响应该集中在工具价值,以唤起有利的奢侈品牌的可取性。
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Investigating consumers' brand desirability for upcycled luxury brands
This paper investigates consumers' values on attitude and brand desirability for upcycled luxury designer shirts. Consumer values in the present study's context consist of terminal and instrumental values. Findings show that terminal values do not strongly influence the attitude towards the Burberry previous collection shirts nor brand desirability for the Burberry leftover fabric shirts and the Burberry previous collection shirts compared to Burberry generic shirts. Instrumental values do not strongly influence the attitude towards the Burberry leftover fabric shirts. Still, a stronger influence on brand desirability for the Burberry previous collection shirts than Burberry generic shirts. Managerial and strategic implications should focus on instrumental values to evoke favorable luxury brand desirability.
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来源期刊
CiteScore
6.70
自引率
10.70%
发文量
70
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