Quasi-social interaction, Brand identity, Similarity and Brand value for Luxury goods in Hunan, China

Abstract

The research investigated the quasi-social interaction, brand identity, similarity and brand value for luxury goods in Hunan, China. The conceptual framework was developed from the literature review, survey, and other contemporary research in management and marketing. Accordingly, the researchers consider the importance of quasi-social interaction, brand identity, similarity and brand value for luxury goods in Hunan, China. In this, the researchers employed the quantitative research approaches. The instruments of research were the steps of a questionnaire. Data were collected from 257 people who are customer of luxury goods shops in Hunan. The data collected were analyzed using descriptive statistics as mean, standard deviation, and percentage on the basis of observing the actual brand cognition of the organizations studied through all operational links in management. Findings are applications of quasi-social interaction, brand identity, similarity and brand value are high-level.