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Marketing- A Critical Introduction MN5051
Course work essay number 1- critically evaluate a research paper

Antecedents of luxury brand purchase intention:奢侈品牌的购买意愿的动机
Kuang-peng Hung and Annie Huiling Chen
Department of Business Administration, Ming Chuan University, Taipei City, Taiwan:台湾铭传大学
Norman Peng
Westminster Business School, University of Westminster, London, UK:伦敦威斯敏斯特大学
School of Management, Royal Holloway, University of London, London, UK:伦敦大学
Rungpaka Amy Tiwsakul
School of Management, University of Surrey, Guildford, UK, and
Chun-lun Chou
Department of Business Administration, Ming Chuan University, Taipei City, Taiwan

Journal of Product & Brand Management Volume 20 • Number 6 • 2011 • 457–467 459:产品与品牌管理期刊

In this essay I propose to critically evaluate the above research paper: “Antecedents of Luxury Brand Purchase Intention”, published recently in the Journal of Product & Brand Management. The paper reports a study which investigated the motivations of Chinese consumers to purchase luxury brands.

The authors explain that interest in luxury brands has grown as the brands themselves have achieved huge popularity internationally. In particular, many Western luxury brands achieve major sales in Asia. The industry as a whole is said to be worth some US$ 180 billion, so much is at stake. Companies would like to know more about consumer motivations in this area. Previous research has focused on many aspects of luxury brand consumer behaviour, but the authors claim in this paper that they are focusing on the issue in a different way to these previous studies. Specifically, they are trying to find out if vanity, social context and perception are major elements in the motivation to buy luxury brands. Another way in which this study is different is that most previous research focuses on Western markets, and this study looked at consumers who bought luxury brands in Taiwan, PRC. The authors claim that, in general, consumer motivations around luxury brands purchase are poorly understood, and they cite other researchers such as Berthon et al (2009) to support this view. Taiwan was chosen as the main site of the research, because, as the authors claim, the “Greater Chinese market is seen as one of the main areas responsible for the boom in luxury brand consumption” Datamonitor, 2007; Lu, 2008; Okonkwo, 2009; Wu and Delong, 2006), and Taiwan is one of the fastest growing luxury markets in Asia (Chadha and Husband, 2007; Christodoulides et al., 2009; Wong and Ahuvia, 1998) (Hung et al, 2011, p.460). 

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