Study on the Impact of Luxury Brands Joining Up with New Style Tea Drinks on Consumers' Purchase Intention
DOI:
https://doi.org/10.54097/fbem.v11i2.12582Keywords:
Luxury brands, Combined with new style tea drinks, Consumers, Influence of purchase intention.Abstract
With the increasing popularity of new tea drinks, many luxury brands have teamed up to sell new tea drinks. This article conducts a study on the impact of luxury brands collaborating with new style tea drinks on consumers' purchasing intention. The analysis mainly focuses on the impact of brand cognition on consumer purchase intention, the impact of brand image cognition on brand value cognition, and the moderating effect of individual characteristics. Buying and using luxury brands is a symbol of social status, as well as a symbol of economic success and wealth. The introduction of innovative brand perception by new tea consumers into the field of time-honored brands for research is valuable and meaningful, and provides a theoretical basis for the impact path of "consumer perception of time-honored brand innovation - purchase intention" and "cultural identity - purchase intention" to be constructed in this article. This article adopts the method of multiple linear regression to verify the significant degree of the impact of luxury brand image cognition, luxury brand value cognition, and various dimensional variables on the purchase intention of new style tea consumers, as well as the strength of the effects of each variable.
Downloads
References
Te-Hsing K, Tzu-Ling L.Effects of luxury brand perceptions on brand attachment and purchase intention: A comparative analysis among consumers in China, Hong Kong and Taiwan[J].South African Journal of Business Management, 2018, 49(1):16-24.
Danyang L, Kim H, Park M.A study on the influence of customer engagement on Chinese consumers' purchase intention and brand attitude of the luxury brand community[J].The Research Journal of the Costume Culture, 2020, 28(5):621-638.
Rolling V, Seifert C, Chattaraman V,et al.Pro‐environmental millennial consumers' responses to the fur conundrum of luxury brands[J].International Journal of Consumer Studies, 2020, 26(15):26-31.
Silva S S D, Seeley E L, Ongsakul V,et al.Conceptualizing a new model for luxury brand purchase intention in an emerging country setting[J].Journal of Transnational Management, 2020, 15(12):1-28..
Malhotra R, Choudhury S.influence of luxury fashion brand index on purchase evaluation: insights from the consumers of indian market[J]. Service Industries Journal, 2019, 12(5):22-30.
Wang S W, Pelton L E, Hsu M K.Analysis of consumers' attitudinal and emotional factors on luxury apparel brand purchase intentions[J].Service Industries Journal, 2019, 39(11-12):836-854.
Rida E.Consumer's Purchase Intention towards Luxury Retailer's Social Media Advertisements —A Case Study of a Shoe Retail—UAE-Dubai Mall[J].Social Network (English), 2019, 20(5):11-17.
Mousa M M.The Factors Affecting Luxury Brand Purchase Intention in Terms of Rational and Emotional Impact in Qatar[J].Journal of Business Research - Turk, 2019, 11(3):2191-2204.
Sheng-Jun L, Cheng H, Li-Ming L U.Determination of four kinds of alkylphenols in milk tea by ultra-high performance liquid chromatography-tandem mass spectrometry[J].Chinese Journal of Health Laboratory Technology, 2019, 12(4):8-13.
Choi Y, Lee J.accepted manuscript the effect of extrinsic cues on consumer perception: a study using milk tea products the effect of extrinsic cues on consumer perception: a study using milk tea products corresponding author[J].Food Quality and Preference, 2019, 71(7):343-353.
