The markets today, for luxury fashions and accessories, are flooded with wide number of brands that are using strong campaigns and promotions. Researchers have found out that a certain country of origin that could be foreign to an area could carry a prestigious connotation, and that the luxury brands in this country are spending a big chunk of their financial budget just to build the image of their brands.
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. Furthermore, with the cues presented by these brands, consumers will have a wider understanding about the brand which would determine the luxury consumption of that brand.
In the past years, marketing experts are intrigued about the topic of luxury consumption, and so they are looking into brand origin and brand image as the so-called management controlling factors to impact this issue.
To have ideas on these management controlled factors can optimize consumer expectations, there are questions to be asked to gain knowledge, like what are the effects of branding cues such as brand origin and brand image on buying intentions, and if the developed and emerging markets will be impacted with these.
The answers to the above questions will then help scholars and management to know if it is worth it or not to budget finance and develop these wide range of luxury brands. 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.
It was revealed as a result of researches that consumers would depend more on the cues of the brand origin out of the nature of the market and competition, when decision is to be made about luxury brands. The mass market then would be exposed to the global luxury products thus increasing competition as they get conscious of the cues 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. Brand cues have proven the importance of brand building in luxury products.