Inaug.-diss.--Erlangen. / Lebenslauf. "Verzeichnis der verwendeten literatur": p. 83-87.

Diss.--Åbo, 1748. / At head of title: D.D. Reproduction of original from Kress Library of Business and Economics, Harvard University. Goldsmiths'-Kress no. 08358.3-1.

When the global financial tsunami because of the economic downturn a recession, the technology industry into the economic doldrums, the global chemicals industry psychiatric segment due is still not affected, the luxury goods pertaining to the operation of the Group, its brand value far exceeds the practical value of the product itself , was not only both classic and brand pandemic. Products to how to design and creativity to engage in global strategic management, use of mechanization on the the way of a unified image of everything the world's taste and style to attract the same consumers, quality fashion itself as a result of the special character and its products produced in other than value-added, resulting in fine fashion to build the business and brand strategy may be quite different from general consumer products.In recent years, power consumption of the Asian market as a result of the strong brands in many European goods more alcohol began to pay attention to this piece of the market in Asia. Mental Taiwan market competition and more heated, especially civilians legitimate luxury of the wind, the more worthy of our consideration.In this case study, Aaker and Keller comprehensive two scholars point to build brand equity through a case study of a method (case study), a French luxury products for the brand Louis Vuitton, come to the fore in the global competition in the market's success to carry out in depth interviews, and through secondary data collection, to explore the market in Taiwan to build brand equity and action methods. The main purpose of this study found that roughly summarized as follows: 1. Brand of luxury products-of-origin image and brand to create the background and history will help build brand image. 2. Continuous research and development into products and overseas market expansion, brand equity is the focus of luxury boutique practices. 3. The success of cutting-edge designer brands younger image reconstruction is to create an important source of brand awareness. 4. A high-priced luxury products and non-discount customers to shape the brand perception of high-value brands to build brand image. 5. To maintain an independent quality brand image and sales, outlets and flagship stores in the form of the establishment of brand equity. 6. Direct attention to the choice point to repeat before the exposure of consumers and enhance the effectiveness of ads to raise brand awareness. 7. Led the strong access control capability, a blend of high-quality image of a luxury boutique. 8. Advertising and event marketing as a brand marketing communication, to increase brand awareness and create a unique brand image. 9. In Taiwan, to ensure that the global image of the induced to adopt global strategies to establish brand equity products.

This thesis focuses on the matters of luxury goods in the Chinese market. In the theoretical part, there are luxury and attitude to a luxury brand described in detail. The practical part is devoted to the objectives of the thesis and they are following: to find specifics of Chinese consumers of luxury goods, to determine how the Chinese perceive luxury goods how they approach them and primarily why they buy luxury goods. Finally, the thesis seeks to identify differences of the Chinese luxury goods market and based on these findings, it provides recommendations to the Czech luxury companies, which want to succeed with their products in the Chinese market.

In the past times, luxury had been a way for the noble to show their wealth and social status off, which belongs to behaviors of the minority. However, with the times and the cultures changing, people¡¦s viewpoints toward luxury have altered. Trading up has been a prevailing phenomenon while new luxury also has come out gradually. As long as consumers regard the products as worth through the affective facet, they will be willing to make purchases with higher prices. Though luxury has nothing with the social status anymore, the value presented by luxury has overpassed what the currency can provide. This study tried to explore consumers¡¦ attitudes toward luxury through cognitive component, affective component, and behavioral component, further, to do the segmentation of consumers based on their attitudes toward luxury. In addition, this study explored whether diverse demographic segmentation will lead to varied attitudes toward luxury, and even analyzed the relation between attitudes toward luxury and buying behaviors. This study took convenience sampling. The questionnaires comprised the paper ones and the online ones, distributed on March 11th, 2007 and completed on April 6th, 2007, while there were 518 questionnaires of validity. The study result found that the attitudes toward luxury can be divided into three categories. One was the self-presenting, another was the pro-luxury, and the other was the anti-luxury. This study found that those who have positive attitudes toward luxury will purchase luxurious products more often. Besides, age and education would have a remarkable effect on attitudes toward luxury; by contrast, gender, occupation, income, and residence failed to. Finally, this study recommended that the corporations should choose marketing strategies according to consumers¡¦ attitudes toward luxury. As for those who had negative attitudes toward luxury, the companies should avoid using ¡§luxury¡¨ to be the main point for the advertisements. The corporations had to reinforce the intrinsic value within luxurious products and the added value, and further took care of the traditional elite luxury market and the mass luxury market.

Both the advertising industry and academia have been paying more and more attention to the growth and potential of the luxury market. In East Asian countries, the market’s annual growth rate for 2006 was nearly 18%, nearly doubling the global growth rate for 2005. Despite the increasing popularity of luxury brands in East Asian countries, there is a dearth of empirical knowledge regarding East Asians’ consumption motives. By surveying a sample of 200 consumers from South Korea, an exemplar of East Asian luxury consumers, the current study provides a general understanding of such motives. The findings suggest that Korean consumers have five primary social and psychological motives for the consumption of luxury brands: social ostentation, aesthetic appearance seeking, personal hedonism seeking, practicality seeking, and difference seeking. This study also offers findings related to the relationship between demographic characteristics (for Korean consumers) and luxury consumption behavior. The study achieves two things: First, it is a contribution to the body of literature on luxury consumption; second, it provides managerial implications for global marketers and brand managers who want to construct targeted and customized strategies for East Asian consumers to enhance their purchase intention toward luxury brands. / text

This thesis focuses on wartime thrift and patriotic consumer campaigns as central features of the Canadian home front experience during the First World War. Using records from government officials, federal departments, and volunteer service organizations, as well as examples from newspapers, magazines, and other wartime publications, this study explores the ways in which wartime standards of acceptable consumption and patriotic spending and saving were developed, challenged and negotiated. It traces a shift in sensibilities from a spending to saving ethos through the lens of the Business as Usual and Made in Canada campaigns which, by mid-war, gave way to the thrift and food conservation campaigns. Notions of wartime patriotism demanded that every Canadian “do their bit”; thus, public participation in wartime thrift and saving was encouraged through widespread organized campaigns and enforced through informal surveillance networks. This study argues that wartime calls for thrift and sacrifice, meant to support a national project aimed at ensuring victory, were undermined by an apparent and persistent inequality; many Canadians perceived wartime policies as protective of the wealthy and business-owning minority at the expense of the working and agricultural majority. Moreover, as the war continued, it became clear that some Canadians refused to “do their bit” and continued to make unpatriotic consumer choices; this gave rise to an outspoken anti-luxury and anti-wealth movement. This study further argues that wartime scrutiny of individual choices, as viewed through the lens of wartime spending and saving, revealed a great concern over the moral integrity of Canada and its citizens. Many Canadians viewed the war as an opportunity to revisit and instill those moral habits of thrift and self-sacrifice that appeared to be startlingly absent from the current generation – an absence they blamed on both the perils of modern consumerism and the general ineptitude and selfishness of the masses. Thus, the government, in collaboration with large service organizations, launched a national project of social engineering aimed at instilling Canadians with a proper sense of thrift and saving that would not only aid in the war effort but could be carried forth into the postwar world. As such, this thesis illuminates the tensions between the individualism inherent in modern capitalism and the communalism demanded by wartime patriotism. While the market became subordinate to the government and the widespread spirit of self sacrifice, federal officials and patriotic proponents struggled to rein in the overwhelming desire of Canadians to participate in the market economy unfettered by the moral restraints of wartime.

A global strategic financial analysis of the luxury retail industry was conducted. The research entailed comprehensive analyses and forecasts of the global economy, the luxury retail industry and four of the most prominent, multi-national luxury goods firms in the world. These companies included: Coach, Michael Kors, Tiffany & Co., and LVMH Moet Hennessy, whom market among the world's finest personal luxury goods from handbags, clothing and accessories to diamonds, jewelry, watches, fragrances, cosmetics and wines. The macroeconomic analysis focused on factors pertinent to the luxury goods industry such as: (1) the lasting effects of the global financial crisis, our gradual emergence from the Great Recession and the impact these conditions have had on consumer spending and confidence; (2) the generational shift of consumers from the retiring baby boomers to the technologically savvy Generation Z and their unique demands for products as well as experiences; and (3) the growth and demand from emerging economies, especially China which is the globe's top luxury nationality accounting for 25% of all luxury purchases worldwide. Comprehensive financial ratio analyses, SWOT assessments, technical trends and forecasts of revenues, earnings and share prices for the four companies, resulted in recommendations to investors and advice to top management of the four firms. Luxury retail is a fascinating, recession resilient industry and it is expected to reach €1 trillion within the next 5 years. However, regardless of how successful firms in this industry have been in the past, to survive and continue to succeed, it is imperative that they remain flexible and adaptable in this ever-changing world.

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In the past, luxury goods only a few privileged people who can have, such as the nobility. However, due to the economic development made from the upgrading of the consumption patterns change, market liberalization, the Western to the East luxury wave of popular, people are willing to spend money to buy so-called high-priced luxury goods. In other words, the luxury goods consumption is a demand that has nothing to do with the survival of consumer behavior. However, why people are willing to buy luxury goods? What is the motive behind the demand of luxury goods? What are conditions to constitute a luxury market? If the above issues at a different time and space, we might have different answers. Obviously, the formation of a luxury market that behinds a very complicated message, and through observation of the luxury market, perhaps also to reflecting the political, economic or social and cultural meaning. This study attempted to take the rapid economic rise of China as an example, the luxury market with its observation of objects as a source of information, China's luxury market can produce, first, for the luxury goods industry, to see China's consumption why this market have the prospects for development to provide a favorable supply for the industry that can make growth to the industry. Second, as a observer to see, what are the purposes by consumers to buy the luxury goods. In addition, this study is expected to achieve these results. From China's special national characteristics and cultural values of fairness, such a luxury consumer behavior is the consumption of their special meaning. Between producers and consumers posed by the Chinese luxury goods market will show a positive development complement each other.