Preliminary Constitution of Luxury Brand Personality Dimensions

Abstract

<p>Twenty-first Century is an individualization century. More and more people purchase luxuries during the desire of self-expression become more expanding. Luxury brand build a deeply emotional communication with consumers through product style and brand character, which make consumers forming a sense of dependability and identification, then come into being consumption custom and become a loyalty one.But at the present stage, the system of brand personality dimension still has limitations when it explains the character of luxury brand. Luxury brand has especial meaning and value, reflects one's social status and embodies product function and quality. On the other hand, luxury brand can easily build a strong relationship with consumers. In this paper, a new luxury brand character dimension scale is constituted in order to provide a scientific survey tools for study of luxury brand character, and provide method and evidence for the study of luxury brands.</p>