Luxury Brand Of Soft Power

With China's sustained and rapid economic growth and the gradually increasing number of luxury consumption, China plays an increasingly important role in the global luxury market. Foreign luxury brands have been accelerating their pace to enter Chinese market where consumption spree occurs. The rapid development of luxury market in China urgently requires more attention to luxury and its related issues. Meanwhile, the theory of Soft Power has provided a brand-new perspective and theoretical framework to academicans and practitioners, which can be used in analyzing the intrinsic appeal of luxury brands to consumers and probing into the underlying aspects of the existence and development of luxury brands. Consequently, the investigation of Brand Soft Power of luxyry goods has an important theoretical and practical significance.Under the perspective of Chinese consumer perception, this article investigates in the brand soft power of luxyry goods. On the basis of literature review and theoretical analysis, this article organizes and summarizes the characteristics and classification of Chinese luxury consumers, and finds out the key influencing factors of consumer luxury consumption motives. Hypothesis and conceptual model are proposed after probing into the brand soft power of luxyry goods. Based on large-scale focus groups interviews and questionnaires, the article carries on positive analysis and investigated in the hypothesis and conceptual model.Six basic characteristics of luxury brand, which are High Price, Excellent Quality, Aesthetic Stimulation, Ancestral Heritage, Scaricity and Uniqueness, and Abide by Value, have created the brand soft power of luxyry goods. This study illustrates that there are six factors that significantly influence Chinese-Consumer-Perception-Based Brand Soft Power elicited by luxuries, which are Brand Symbolization, Perceived Quality, Aesthetic Pleasure, Emotional Value, Brand Uniqueness and Self Extension. Luxury Brand Equity, which is scaled by Brand Association, Brand Attitude, Brand Attachment and Purchasing Behavior, has a positive relationship with Luxyry Brand Soft Power under a unique China background.22 hypotheses of 24 have been proved very positively.As one of the relatively mature areas of marketing, the traditional study of luxury brand focuses mainly on brand marketing, consumer's attitude towards luxury and consumption motives, instead of the brand itself, let alone the brand strategy based on consumer perception. This article introduces the perspective of Soft Power into the field of luxury brand management, integrates and creates Luxury Brand Soft Power Scale according to previous research on consumer's attitude towards luxury and consumption motives. With the help of Luxury Brand Equity Scale, empirical analysis has been conducted using survey data, to prove that the brand soft power of luxyry goods may promote its brand equity. It is the first time that this conclusion was indicated and certificated in the academic world. This theory has significant contributions to the on-going research on luxury brand management and soft power, as well as filling the research gap in luxury brand management based on Chinese consumer perception. It also provides a framework for further analysis.