Purpose
– The purpose of this paper is to reveal how store design influences luxury brand image building in a competitive market through the case study of two luxury fashion brands – Bally and Tod's.
Design/methodology/approach
– Quantitative (questionnaires) and qualitative (interview) approaches are both utilized in this research study. The authors interviewed brand managers of Bally and Tod's Japan and then conducted questionnaires to 57 consumers and six brand managers. Correspondence analysis, multidimensional analysis, and rough set theory were utilized to analyze the data obtained from questionnaires in order to draw the positioning maps of brand image and store image, calculate the distance of images between managers and consumers and derive and compare inference structure.
Findings
– The “Brand Dimensions Scales” created by Aaker (1997) can enable to measure luxury brand and store image in a scientific way. The results clarify that there is a big gap between consumers’ and managers’ cognition; the architect who designs the building could be a efficient way of advertising a luxury brand and its building to the public; and location and store atmosphere should influence luxury brand image building through non-verbal communication.
Originality/value
– This research study on luxury brand image building provides a way to measure brand image and assesses the impact change in brand image as well as its stores.
The vibrational modes of a large tuned handbell (G2) are compared with those of an untuned bell casting having the same shape but with twice the thickness. Doubling the wall thickness is found to raise the frequencies of the various modes by factors ranging from 1.4 to 2.4 (flat plate theory predicts a factor of 2 for all modes). Unlike the tuned G2 handbell, whose pitch coincides with the frequency of the fundamental mode of vibration, the thick bell has two prominent strike notes, depending upon where it is struck. These subjective tones appear to be created by groups of three nearly harmonic partials radiated by the (m,l) and (m,l♯) families of modes, respectively. The acoustical effects of attacking up to twelve 35-g brass cylinders have also been observed, both in a symmetrical pattern and in clusters similar to the clusters of mei found on ancient Chinese bells [Rossing et al., J. Acoust. Soc. Am. Suppl. 1 77, S102 (1985)]. The additional masses lower the frequencies of certain modes but have relatively little effect on modal decay rates.
The luxury goods market has been expanding worldwide since the early 1990s. In the marketplace, there are new entrants (emerging luxury brands) reputed to be leading luxury brands, especially designer brands, which neither provide new luxury like Coach, nor are similar to traditional luxury brands, such as Louis Vuitton. In this research, an emerging luxury brand also refers to a brand that provides luxury goods in or above the intermediate level of the luxury goods products hierarchy and was established in or after the 1970s. The purpose of this paper is to propose a conceptual framework for emerging luxury brand construction. It (1) defines luxury and emerging luxury brand, (2) reviews the theoretical basis of luxury goods and the brand strategy of luxury goods, (3) frames the nexus between luxury brand attributes and brand image, (4) conducts consumer survey and data mining, and (5) discusses and concludes the research. This research includes qualitative research (a semi-structured interview) and quantitative research (exploratory factor analysis and regression analysis). The results show that the location and atmosphere of luxury stores, E-commerce, online ads and newsletters, origin, iconic products, symbols, and PR events have positive effects on consumers’ impression of emerging luxury brands.
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