Consumers’ Perceived Value and Brand Image Towards Luxury Vehicle Brand Stretching

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  CONSUMERS’ PERCEIVED VALUE AND BRAND IMAGE TOWARDS LUXURY VEHICLE BRAND STRETCHING  
By

Teerapong Tammasuwan

January 2013

 

 
 
 
 
The work contained within this document has been submitted by the student in partial fulfilment of the requirement of their course and award

 


 

Table of Contents
List of Figures List of Tables Acknowledgements Abstract Chapter 1: Introduction 1.1 Overview 1.2 Luxury Vehicle Market Overview 1.3 The Significant of Study 1.4 Aims and Objectives 1.5 Research Questions 1.6 Dissertation Outline Chapter 2: Literature Review 2.1 Introduction 2.2 Branding 2.2.1 Branding Definition 2.2.2 Brand Image and Equity 2.2.3 Brand Loyalty 2.3 Brand Stretching and Extension 2.4 Defining Luxury Brand 2.4.1 Financial Value 2.4.2 Functional Value 2.4.3 Individual Value 2.4.4 Social Value 2.4 Chapter Summary 6 6 6 7 8 10 12 13 14 15 16 18 1 2 3 4 4 5 i ii iii iv

 


  Chapter 3: Methodology 3.1 Research Philosophy 3.1.1 Positivism 3.1.2 Interpretivism 3.2 Research Perspective 3.2.1 Deductive Research 3.2.2 Inductive Research 3.3 Research Approach 3.3.1 Qualitative Research 3.3.2 Quantitative Research 3.4 Research Design and Research Methods 3.4.1 Research Design 3.4.2 Research Methods 3.5 Ethical Considerations 3.5.1 Ethical Principles 3.5.2 Plagiarism 3.6 Limitations of Research Chapter 4: Findings and Analysis 4.1 Introduction 4.2 Findings and Analysis 4.2.1 Section 1: General information brands stretching product 4.2.3 Section 3: Perceived brand image of luxury vehicle brand stretching products towards original brand name 42 29 29 29 36 19 19 20 21 21 22 23 23 23 24 24 24 26 26 27 27

4.2.2 Section 2: Factors encouraging respondent to purchase luxury vehicle

 


  Chapter 5: Discussion 5.1 Introduction 5.2 Key Drivers Influencing Consumers’ Perceived Value 5.2.1 Financial Value 5.2.2 Functional Value 5.2.3 Individual Value 5.2.4 Social Value 45 45 45 45 46 47

5.3 Consumer Intention Towards Image of Luxury Vehicle Stretching Brand 47 Chapter 6: Conclusions and Recommendations 6.1 Research Conclusions 6.1.1 Objective 1 6.1.2 Objective 2 6.1.3 Objective 3 6.2 Recommendations 6.3 Limitation and Recommendations for Further Study Appendices Appendix 1: Questionnaire Appendix 2: Participant Information Sheet Appendix 3: Ethics Compliance Form   63 68 71 49 49 51 51 51 53

 


 

List of Figures
Figure 2.1: Attitudinal and behavioural loyalty model Figure 2.2: The conceptual model Figure 3.1: The process of deduction Figure 4.1: Respondent’s demographic profile Figure 4.2: Key luxury product buyers Figure 4.3: Favourite luxury vehicle brands Figure 4.4: Selling notifications on luxury vehicle brand Figure 4.5: Frequency in purchasing stretching product Figure 4.6: Luxury stretching brand-selling notification Figure 4.7: How likely to likely would you buy stretching products in the future 35 9 13 21 30 31 32 33 33 34

 

i
 


 

List of Tables
Table 3.1: Research paradigms classification Table 3.2: The differences between deductive and inductive approaches Ranking of important factors in purchasing stretching products Table 4.1: Brand image Table 4.2: Price Table 4.3: Product function Table 4.4: Product quality Table 4.5: Social acceptance Table 4.6: Emotional desire Table 4.7: Word Of Mouth Table 4.8 Encouragement factors in purchasing luxury vehicle stretching product Table 4.9 Purchasing intention factors towards luxury vehicle stretching products 36 37 37 38 38 39 39 40 43 19 22

 

ii
 


 

Acknowledgements
This dissertation could not be accomplished without my supervisor, Geoff Alcock, lecturer in Advertising & Marketing at Coventry University. I would like to express my gratitude and appreciation to my helpful supervisor for his valuable advices and time. He did not only supervise me but also provided encouragement, excellent guideline as well as essential review in...
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