Comparison of Luxury Brand Perception: Old (UK) vs. Modern (Russia) consumers’ perception toward Burberry Brand

Irina Ivanovna Skorobogatykh, Olga Saginova, Zhanna Musatova

Abstract


With globalization and increased mobility consumers can easily access the same brand in different markets, interpreting the meaning and the social statuses they represent. That is why maintaining brand consistency across countries should be of great importance for companies’ brand management and marketing strategies, especially in the luxury industry where profitability and long-term success rely on consumers’ perceptions of luxury brands. This paper examines brand image consistency of luxury brands in the fashion industry, through an exploratory study of consumers’ perception of the Burberry brand in the UK and Russia.


Keywords


brand perception, luxury brands, fashion industry, Burberry brand, brand image, brand associations, cross-cultural influence

References


Aaker, J. (1997) "Dimensions of Brand Personality", Journal of Marketing Research, August 34, pp. 347-356.

Birtwistle, 0., Clarke, 1., Freathy, P. (1999) "Store Image in the UK Fashion Sector: Consumer versus Retailer Perceptions", The International Review of Retail, Distribution and Consumer Research, 9 (1), pp. 1-16.

Bothwell, C. (2005) "Burberry versus The Chavs", The Monday Programme on BBC Two, 28 October 2005. http://news.bbc.co.uklllhi/business/4381140.stm

Burberry Official Website, http://www.burberry.com/HomeUK.aspx

Cohen, 1. (1988). Statistic power analysis for the behavioral sciences. Hillsdale, NJ: Erlbaum

Cowe, R. (1998). “Burberry fails to weather Asian storm”. The Guardian. 25 June.

Douglas SP, Craig CS, Nijssen EJ (2001) 'Integrating Branding Strategy Across Markets; Building International Brand Architecture', Journal of International Marketing, 9 (2).

Engel, James F., Roger D. Blackwell and Paul W. Miniard (1993), Consumer Behaviour (7th ed.) Fort Worth USA: The Dryden Press

Hassan S., Craft S. Linking global market segmentation decisions with strategic positioning options. Journal of Consumer Marketing 2005; 22 (2): pp. 81-89.

Hoeffier, S., Keller, K. (2003) "The Marketing Advantage of Strong Brands", Brand Management, 10(6), pp. 421-445.

Holmes L Analyst Pulse: Economy, Standard, Premium or Luxury? Brand Perceptions Around the World. http://blog.euromonitor.com/2013/08/analyst-pulse-economy-standard-premium-or-luxury-brand-perceptions-around-the-world.html

Hsieh M. Identifying brand image dimensionality and measuring the degree of brand globalization: A cross-national study. Journal of International Marketing 2002; 10 (2): 46-67.

Kapferer, Jean-Noel (2012) The New Strategic Brand Management: Advanced Insights and Strategic Thinking. Kogan-page, 5th edition

Kapferer, Jean-Noel. The post-global brand. Journal of Brand Management 2005; 12 (5): pp.319-324.

Keller, K. (1993) "Conceptualizing, measuring and managing customer-based brand equity", Journal of Marketing, 57, pp.1-22.

Low George S., Lamb Charles W. Jr, (2000) "The measurement and dimensionality of brand associations", Journal of Product & Brand Management, Vol. 9 Iss: 6, pp.350 – 370.

Macdonald E.K., Sharp Byron M Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication Understanding brand equity for successful brand extension. Journal of Business Research, Volume 48, Issue 1, April 2000, pp. 5–15

Melewar, T C, Sambrook L (2004) European Business Journal, Volume: 16 Issue: 4., pp.167-177

Moore, Ch. M., Birtwistle, G., (2004) "The Burberry business model: creating an international luxury fashion brand", International Journal of Retail & Distribution Management, Vol. 32 Iss: 8, pp.412 – 422.

Nguyen V. Analysis of the luxury goods and apparel and footware industries http://www.slideshare.net/omermirza/nguyen-28311887

Pitta Dennis A., Katsanis Lea Prevel, (1995) "Understanding brand equity for successful brand extension", Journal of Consumer Marketing, Vol. 12 Iss: 4, pp.51 – 64.

Pallant, J., (2001). SPSS survival manual: a step by step guide to data analysis using SPSS. Chicago: Open University Publishing.

Roth Martin S. (1995), Socioeconomics on the Performance of Global Brand Image Strategies Journal of Marketing Research Vol. 32, No. 2 pp. 163-175


Full Text: PDF

Refbacks

  • There are currently no refbacks.

Comments on this article

View all comments


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

The IEECA Press

ISSN 2328-8272 (print)   ISSN 2328-8280 (online)