An Empirical Study to Examine Consumer Behavior Towards Luxury Brands in Pakistan

Salman, Faryal

doi:10.15444/gmc2014.06.08.03

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“…Further, it was also observed by Salman and Warraich (2016) that the young people are more inclined towards the purchases of the new luxury brands as the luxury brand management is making their efforts towards attracting the customers with different branding strategies based on the cultural values of the country and providing affordable and fashionable luxury.…”

Section: Discussionmentioning

confidence: 99%

A Study of Branding Strategy Influencing Brand Equity for Youth in the Pakistan’s Domestic New Luxury Apparel Industry

2020

BJMS

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This paper aims to explore the key branding strategies influencing the young customers of Pakistan to buy a new domestic new luxury apparel brand and results in strong brand equity. Further, the current study also provides an in depth understanding between the old and new luxury branding. This study has employed quantitative research analysis with the help of a deductive approach. For collecting quantitative data, Likert Scale Based questionnaire were distributed among 125 young customers who had experience of buying domestic new luxury apparel brand in Pakistan. The results of this study depict that branding strategies like store image, brand elements, influencers and web advertising have positive effects on brand equity as it influences young consumer to buy a domestic new luxury apparel in Pakistan. The study is limited to young consumers of Karachi, Pakistan. Marketers have adopted different strategies for attracting the customers towards their products and to develop strong brand equity. With the emergence of new luxury, brands are experimenting various strategies to attract young consumers. In Pakistan, few studies have investigated traditional luxury however, no studies were conducted in terms of new luxury. This study has revealed four branding strategies influencing young consumers in Pakistan to buy a domestic new luxury apparel and also building strong brand equity for apparel brands.

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Section: Discussionmentioning

confidence: 99%

A Study of Branding Strategy Influencing Brand Equity for Youth in the Pakistan’s Domestic New Luxury Apparel Industry

2020

BJMS

View full text Add to dashboard Cite

show abstract

An Empirical Study to Examine Consumer Behavior Towards Luxury Brands in Pakistan

Cited by 1 publication

References 0 publications

A Study of Branding Strategy Influencing Brand Equity for Youth in the Pakistan’s Domestic New Luxury Apparel Industry

A Study of Branding Strategy Influencing Brand Equity for Youth in the Pakistan’s Domestic New Luxury Apparel Industry

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