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

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

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