Our market today is flooded with luxury fashions and accessories that are carrying a wide number of brands using campaigns and promotions that are strong. Researchers have found out that a certain country of origin that could be foreign to an area could carry a prestigious connotation, and that the luxury brands in this country are spending a big chunk of their financial budget just to build the image of their brands.
Consumers would be looking for some understanding when choosing what to look for in a brand and which brand would give a sense of belonging to their particular choice of social group, and brands which create cues would have a better edge in capturing the market. Also, a wide understanding about the brand will be brought about by these cues that would determine the level of consumption in the market.
Luxury consumption has brought a lot of interest among marketing scholars, especially there is little knowledge on how exactly consumer expectation can be optimized and controlled, and thus came up with management controlled factors like brand origin and brand image.
To have ideas on these management controlled factors can optimize consumer expectations, there are questions to be asked to gain knowledge, like what are the effects of branding cues such as brand origin and brand image on buying intentions, and if the developed and emerging markets will be impacted with these.
The answers to the above questions will then help scholars and management to know if it is worth it or not to budget finance and develop these wide range of luxury brands. Thus, by answering these questions, a company would be able to decide the how to standardize and make adaptations of these luxury brands in the intended market.
Thus, studies are done on the target consumers by countries of brand origin to accomplish the objectives.
Results from researches under the purchase intentions of luxury brands showed that consumers would rely more on the cues of the brand origin because of the nature of the market and competition. The mass market then would be exposed to the global luxury products thus increasing competition as they get conscious of the cues from brand origin.
The next finding that researchers have found that would influence consumer purchases is the brand image, which provide connections between interpersonal influences and that of the luxury brand. Furthermore, the study reveals that consumers would show a higher self-brand connection if the brand image is in conjunction with the social group this consumer is associating with. Thus, these brand cues again have proven that brand building has a big role in luxury brands.