Influencing factors of brand cognition for Luxury goods in Hunan, China

Abstract

The research was to investigate actual Influencing factors brand cognition of Luxury goods in Hunan, China. The conceptual framework was developed from the literature review and survey in the area and other contemporaneous research in human resource management. Accordingly, the researchers consider the importance of the factors of credibility, similarity of views, brand identity, brand value, brand cognition.
In this the researchers employed the quantitative research approaches. The instruments of research were steps of a questionnaire. Data were collected from 257 people who are customer of luxury goods shops. The data collected were analyzed using the path modeling and on the basis of observing the actual brand cognition of the organizations studied through all operational links in the the marketing.
Findings are as follows: Applications of credibility, similarity of views, brand identity, brand value were explanatory of the variance in brand cognition at 44.5 percent (R2 = 0.445). Each factor involves significant aspects with the total being 24. All aspects should be addressed if problems are to be successfully solved over the long haul