Book Review: Literature Review Of Luxury Brands

Chapter 2: Literature Review

This chapter reviews the literature that describes the published articles, journals and books were collected to investigate the theories and past empirical studies which are related to this study. This chapter consists of literature review, review of relevant theoretical model, conceptual framework and overall conclusion of chapter two.

Luxury Brands

As a concept, the word ‘luxury’ has been defined in many ways. ‘Luxury’ means the state of great comfort and extravagant living or an inessential but desirable item. (Kamolwan T. and Wiwatchai J, 2010). In the social psychology context, for instance, luxury is treated as a result of its strong connection to a lifestyle, culture, sub-culture, and state of being. When

Consumers with high brand consciousness will have a strong purchase intention of luxury fashion products and a high level of brand loyalty towards luxury fashion brands (Sarah Marie Giovannini, 2012). The more brand-conscious consumers are, the more likely they would be to form more highly favorable attitudes toward luxury brands (Mark Yi-Cheon Yim, Paul L. Sauer, Jerome Williams, Se-Jin Lee, Iain Macrury, 2014). Therefore, consumers will most likely purchase luxury brands in order to reflect their prestige, value and status as consumer believe luxury brands indicates their high status as well as living standards (Phau, I , Huimin, T, Chuah, J,

Consumers tend to connect brand symbols to self-concepts (Keller, 2013). Brand consciousness consumers are more conscious about their achievements, hence, showing their accomplishment to others is important (Haderspeck, 2013). Consumers who are sensitive to a need to articulate a consistent self-concept have a tendency to be more conscious of brand identity in their purchase intention (Mark Yi-Cheon Yim , Paul L. Sauer , Jerome Williams , Se-Jin Lee , Iain Macrury, 2014). They see luxury brands as a symbol of showing their status or boosting their self-recognition as the name of a brand is an essential symbol of group identity (B.Zhang, J.H Kim 2013). As a result, brand consciousness consumers are more conscious about their achievements, hence, showing their accomplishment to others is