| Brand prominence is defined as the extent to which a product has visible markings that make observers recognize the brand. It's focused by both luxury and fashion industries. It's find that there has different preference between different types'customers, however, it's still no study about consumer's preference of brand prominence's started from purchase motive.On the base of summing up previous studies, we try to find the relationship between luxury goods'purchase motive and brand prominence by empirical study. The results show that there are five motives drive consumers to purchase luxury goods, they are Snob Motive, Veblenian Motive, Bandwagon Motive, Perfectionist Motive and Hedonist Motive. While Veblenian Motive and Bandwagon Motive has a positive significant effect on prominence of brand, Snob Motive has a negative significant effect on prominence of brand. That means Chinese consumers'preference of brand prominence affected by Veblenian Motive, Bandwagon Motive and Snob Motive. The study also find that personal attributes have a certain impact on the preference of brand prominence. It's mainly shows on different education background consumers that the lower education level of the consumer the louder luxury goods they want to buy, the higher education level of the consumer the more quiet luxury goods they want to buy.Following recommendations were raised for luxury corporations marketing management on the base of the conclusions of the study. On the base of focus consumer reasonably they should update their knowledge of the purchase motive's change of their target consumers as soon as possible, and have fully aware of that Chinese consumption ability and consumption concepts are more and more similar as the consumers of developed countries. Focus on improving the taste of Chinese consumers and strengthen the design of subtle cues to show brand to the consumers. Consider the social function of luxury goods, advertising their brand to everybody. These measures will enhance the value of luxury goods in consumers'mind, thus to strength their desire of purchasing luxury goods. |
