Nowadays brands are recognized as main king of saving of the present crises in the market. The main kings which isn’t received easily for companies. But keep of brand in a better place is more difficult than receiving it in a place as a brand. Brands receive this importance as high improvement and stability in priority in market when they are valuable for their consumers. Consumers search gaining value as main actor of each market. According to science to this topic, brands especially luxury brands should be sensitive to this need of consumers and clients and also apply their whole try for changing this need to competitive advantage. According to the importance of this discussion, it is tried in the present research that evaluation of luxury brands is examined for consumers. Necessary data are collected by using questionnaire method in this research. Statistical sample of this research is 384 people among consumers of luxury brands in Kish Island based on volume formula of Kukran sample and the analysis method of the present research is structural equation technique which necessary analysis is considered by using AMOS software.
Masrour; Shahriary, “marketing management and market” science and knowledge, Samen alhojaj 1386.
Mozaffari, A, 1390, “the survey of brand picture effect, establishment with product and knowledge of product on purchase destinatiob of consumers of fake goods” business management MA thesis, Islamic Azad university, Arak Branch.
Havkinz, D. Rajer. K., translation of Ahmad Roosta & Atieh Bathaee1385, “consumer behavior: Tehran, Sargol, first edition.
Ghaffari Ashtiyani, Korjalian, “ The survey of marketing relationship and modern culture with brand function of active managers viewpoint in Iran food industries” humanistics quarterly, 1390, pp 91-108.
Babin, B.J., Darden, W.R. and Griffin, M. (1994), “Work and/or fun: measuring hedonic and utilitarian shopping value”, Journal of Consumer Research, Vol. 20 No. 4, pp. 644-56.
Bakanauskas, A. and Jakutis, A. (2010), “Customer value: determination in undefined environment”, Management of Organizations: Systematic Research, Vol. 53 No. 53, pp. 7-18.
Berry, C. J.: 1994, The Idea of Luxury - A Conceptual Framework and Historical Investigation ,Cambridge University Press, Cambridge.
Bick, G. (2009), “Increasing shareholder value through building customer and brand equity”, Journal of Marketing Management, Vol. 25 No. 1, pp. 117-41.
Cailleux, H., Mignot, C. and Kapferer, J. (2009), “Is CRM for luxury brands?”, Journal of Brand Management, Vol. 16 Nos 5/6, pp. 406-12.
Chinadaily (2008), “China’s luxury consumption sapped amid global crisis”, 13 December, available at: www.chinadaily.com.cn/china/2008-12/13.htm (accessed 15 March 2011).
Choo, Ho Jung, et al. "Luxury customer value." Journal of Fashion Marketing and Management 16.1 (2012): 81-101.
Christodoulides, G., Michaelidou, N. and Li, C.H. (2009), “Measuring perceived brand luxury: anevaluation of the BLI scale”, Journal of Brand Management, Vol. 16 Nos 5/6, pp. 395-405.
Dubois, B. and Duquesne, P. (1993), “The market for luxury goods: income versus culture”, European Journal of Marketing, Vol. 27 No. 1, pp. 35-44.
Ghodeswar, Bhimrao M. "Building brand identity in competitive markets: a conceptual model." Journal of Product & Brand Management 17.1 (2008): 4-12.
Hirschman, E.C. and Holbrook, M.B. (1982), “Hedonic consumption: emerging concepts, methods and propositions”, Journal of Marketing, Vol. 46 No. 3, pp. 92-101.
Heine, Klaus. "The Concept of Luxury Brands." Luxury Brand Management 1 (2011): 2193-1208.
Kapferer, J. and Bastien, V. (2009), “The specificity of luxury management: turning marketing upside down”, Journal of Brand Management, Vol. 16 Nos 5/6, pp. 311-22.
Kapferer, W., et al. "On the influence of ram?pressure stripping on interacting galaxies in clusters." Monthly Notices of the Royal Astronomical Society 389.3 (2008): 1405-1413.
Keller, Kevin Lane. "Building strong brands in a modern marketing communications environment." Journal of marketing communications 15.2-3 (2009): 139-155.
Lassar, Walfried, Banwari Mittal and Arun Sharma, (1995), “Measuring customer -based brand equity” Journal of consumer marketing, Vol. 12, NO. 4,pp. 11-19.
Mathwick, C., Malhotra, N. and Rigdon, E. (2001), “Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment”, Journal of Retailing, Vol. 77 No. 1, pp. 39-56.
Nueno, J.L. and Quelch, J.A. (1998), “The mass marketing of luxury”, Business Horizons, pp. 61-8,November-December.
Sheth, J.N., Newman, B.I. and Gross, B.L. (1991), “Why we buy what we buy: a theory of consumption values”, Journal of Business Research, Vol. 22 No. 2, pp. 159-70.
Smith, J.B. and Colgate, M. (2007), “Customer value creation: a practical framework”, Journal of marketing Theory and Practice, Vol. 15 No. 1, pp. 7-23.
Tynan, C., Mckechnie, S. and Chhuon, C. (2009), “Co-creating value for luxury brands”, Journal of Business Research, Vol. 63 No. 11, pp. 1156-63.
Vigneron, F. and Johnson, L.W. (1999), “A review and a conceptual framework of prestige-seeking consumer behavior”, Academy of Marketing Science Review, Vol. 1999, pp. 1-17.
Wiedmann, K., Hennings, N. and Siebels, A. (2009), “Value-based segmentation of luxury consumption behavior”, Psychology & Marketing, Vol. 26 No. 7, pp. 625-51.
Woodruff, R.B. (1997), “Customer value: the next source for competitive advantage”, Journal of the Academy of Marketing Science, Vol. 25 No. 2, pp. 139-53.
Yeoman, Ian, et al. "Oil depletion: what does this mean for Scottish tourism?." Tourism Management 28.5 (2007): 1354-1365.
Zeithaml, V.A. (1988), “Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence”, Journal of Marketing, Vol. 52 No. 3, pp. 2-22.
Zhang, J. and Bloemer, J.M. (2008), “The impact of value congruence on consumer-service brand relationships”, Journal of Service Research, Vol. 11 No. 2, pp. 161-78.
Zhang, Jinsong, et al. "Proteasomal regulation of nuclear receptor corepressor-mediate repression." Genes & development 12.12 (1998): 1775-1780.
Mira, A., Panahandeh, A. H., & Sh’abani, R. (2014). Value Creation of Luxury Brands for Consumers. International Journal of Academic Research in Business and Social Sciences, 4(2). 241-252.
Copyright: © 2014 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
