The markets today, for luxury fashions and accessories, are flooded with wide number of brands that are using strong campaigns and promotions. It is observed that these luxury brands are budgeting a big amount in their finance reserves just to build the image of their brands, and for this reason, when these brands are sold in another area, even if coming from another country, they create a prestigious image for their brands in the market.
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. Plus, the cues developed by these brands would have an impact on the level of consumption of their products in the market since there is a wider understanding about the brand.
For the past years, the issue of luxury consumption has paved for marketing experts to look at how to optimize and control consumer expectations with the use of the so-called management controlled factors like brand origin and brand image.
In order to have some knowledge on how consumer expectations will be optimized through these management controlled factors, the questions about the effect of branding cues like brand origin and brand image on purchase intentions and if there is a similar impact of this to the developing and emerging markets, are asked.
For management and marketing experts to decide whether it is worth the money or not to develop these wide range of luxury brands, knowing the answers to the above questions will be the key to the decision. 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.
Another influencing factor in consumer purchases is the brand image, which researchers found to give a connection the normal person and to that of the luxury brand. Also, it is found that consumers would choose a brand that is connected to the higher self and to that of the social group the consumer is associated with the brand image. Thus, the importance of brand building has been proven again to have an impact through these brand cues.