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dc.contributor.advisorMarjerison, Rob K.en_US
dc.contributor.authorZhang, Tianyien_US
dc.identifier.citationZhang, T. (2020). The influence of luxury brand added-value on the purchase behaviors of Chinese millennials [Unpublished bachelor's thesis]. Wenzhou-Kean University.en_US
dc.description.abstractThe objective of this paper is to explore the purchase behaviors of Chinese Millennials with the increase of brand added-value, specifically in the field of luxury brands. Chinese millennials have a different attitude and understanding of luxury brands when comparing with other generations. They are willing to pay extra money for luxury brands and females are more emotional than males when they purchasing luxury brands. In addition, with the huge shift of social environment, their perceptions of value are different from other generations. The questionnaire is designed after interviewing 30 volunteers their attitudes about the increase of brand added-value will directly or indirectly change their purchase behaviors. 200 responses are collected within 2days. After that, we find the relationship between brand added-value and purchase behaviors in the field of luxury brands by using Jamovi. The results show that not all factors which cause the increase of brand added-value will have a positive impact on consumers. Only high quality which improves the brand premium of a brand can promote. Those business people have a high interest in these results because they always want to get more consumers with the brand added-value increased.en_US
dc.format.extent19 pagesen_US
dc.titleThe influence of luxury brand added-value on the purchase behaviors of Chinese millennialsen_US
dc.rights.licenseAttribution-NonCommercial 4.0 International (CC BY-NC 4.0)en_US
wku.groupCollege of Business and Public Managementen_US
dc.subject.keywordsBrand Added-valueen_US
dc.subject.keywordsPurchase Behaviorsen_US
dc.subject.keywordsLuxury Branden_US
wku.thesis.degreeBachelor of Scienceen_US Businessen_US Universityen_US
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