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研究生:薛丹妮
研究生(外文):Stephanie Untch
論文名稱:奢侈品牌偏好的跨文化影響:東西方消費者行為比較研究
論文名稱(外文):Cross-Cultural Influences on Luxury Brand Preferences: A Comparative Study of Consumer Behavior in The West and East
指導教授:劉上嘉劉上嘉引用關係
指導教授(外文):Liu,Shang-Chia
口試委員:劉上嘉尤姵文鄭永昌
口試委員(外文):Liu,Shang-ChiaYu, Pay-WenCheng, Yung-Chang
口試日期:2024-03-21
學位類別:碩士
校院名稱:輔仁大學
系所名稱:國際創業與經營管理學程碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2024
畢業學年度:112
語文別:英文
論文頁數:55
中文關鍵詞:奢侈品消費東西二分法文化維度消費者行為品牌資產
外文關鍵詞:Luxury ConsumptionEast-West DichotomyCultural DimensionsConsumer BehaviorBrand Equity
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  • 點閱點閱:8
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  • 下載下載:4
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In the realm of luxury goods, understanding the intricate interplay between consumer preferences and market dynamics across diverse cultural landscapes is paramount for international luxury fashion brands seeking to expand their global footprint. This paper undertakes an examination of cultural differences and distinguishing factors between the East and the West, with a specific focus on the luxury fashion industry.
With a multifaceted literature review, a framework for this paper is founded around the principles that shape consumer preferences, behavior, aspirations, and values in the East and West. Cultural values, socio-economic contexts, and historical legacies are examined to see how they interplay with luxury fashion consumption. Notable differences in consumer perceptions of luxury are delineated, wherein the East often places a premium on symbolism, social status, and group harmony, while the West tends to prioritize individualism, self-expression, and innovative design. In four distinct case studies, brand entry strategies and executions are analyzed, with two Western luxury fashion brands and two Eastern luxury fashion brands entering the other’s market. These case studies are complemented by additional interviews of individuals from diverse regions of the world, bringing their own perspectives to luxury consumption in the East and West.
This paper underscores the importance of cultural sensitivity, adaptive marketing strategies, and strategic alliances when expanding into new markets, attempting to reach new audiences, and maintaining a competitive advantage amidst cultural diversity. This paper offers valuable insights and actionable recommendations for luxury fashion brands aiming to thrive in a global marketplace. It underscores the significance of embracing cultural diversity, leveraging market insights, learning from other brands, and forging authentic connections with consumers to foster enduring brand loyalty and market success across diverse cultural landscapes.
LIST OF CONTENT I
LIST OF FIGURE III
LIST OF TABLE V
1 CHAPTER I INTRODUCTION 1
1.1 BACKGROUND 1
1.2 MOTIVATION 3
1.3 OBJECTIVE 4
2 CHAPTER II LITERATURE REVIEW 5
2.1 LUXURY BRAND 5
2.2 HOFSTEDE’S CULTURAL DIMENSIONS THEORY 6
2.3 INDIVIDUALISM VS. COLLECTIVISM 7
2.4 UNCERTAINTY AVOIDANCE 9
2.5 POWER DISTANCE INDEX 10
2.6 ECONOMIC DYNAMICS AND INSTITUTIONAL STABILITY 12
2.7 AAKER’S BRAND EQUITY MODEL 14
3 CHAPTER III RESEARCH METHODS 17
3.1 CASE STUDIES 19
3.2 INTERVIEWS 21
4 CHAPTER IV FINDINGS AND DISCUSSION 25
4.1 CASE STUDY: DIOR 25
4.2 CASE STUDY: DOLCE & GABBANA 30
4.3 CASE STUDY: COMMES DES GARÇON 35
4.4 CASE STUDY: SHANGHAI TANG 39
4.5 INTERVIEWS 41
5 CHAPTER V CONCLUSION 47
5.1 CULTURAL SENSITIVITY AND VISUAL AESTHETICS 47
5.2 COMMUNICATION CHANNELS 48
5.3 BRAND NARRATIVE AND STORYTELLING 49
5.4 CELEBRITY ENDORSEMENTS AND INFLUENCERS 50
5.5 FINAL REMARKS 51
REFERENCE 53
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(13)LuxExposé. (2019, January 1). Lady Dior small China Valentine bag sold out within few hours via WeChat. Lux Exposé. https://luxexpose.com/lady-dior-small-china-valentine-bag-sold-out-within-few-hours-via-wechat/
(14)Ooi, J. (2019, August 21). What Shanghai Tang’s Rise, Fall and return means for luxury fashion. Vogue Business. https://www.voguebusiness.com/fashion/shanghai-tang-richemont-chinese-luxury-fashion
(15)Pan, Y. (2018). Is it racist?: Dolce & Gabbana’s new ad campaign sparks uproar in China. Jing Daily. https://jingdaily.com/posts/dolce-gabbana-racism
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(19)Tang, L., & Koveos, P. E. (2008). A framework to update Hofstede’s cultural value indices: Economic Dynamics and Institutional Stability. Journal of International Business Studies, 39(6), 1045–1063. https://doi.org/10.1057/palgrave.jibs.8400399
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