| Summary: | When we are marching into the next century, we have been witnessing China emerge as a great economic entity in the world. China, as a newly emerging market, has many affluent opportunities to be discovered and developed by business organisations from different industries. With the great population and the government's liberalising attitude, China has made itself an auspicious country for luxury goods of fashion industry. Consequently, it is significant for marketers to understand how Chinese consumers' behave and what their attitude is so as to tap the astronomical opportunity in China.
As a result, I am inspired to find out the impact of brand on consumer behaviour of luxury good of the fashion market. Also, due to China as a potential emerging market, my supervisor and I decided to narrow down the research scope to only China, instead of Asia. Consequently, this essay aims to describe the impact of brand on consumer behaviour of luxury goods, to examine how brand image influences consumer behaviour, how Chinese consumers perceive luxury goods and propose how luxury goods companies can counter the piracy problem from the brand perspective of luxury goods of the fashion industry in China.
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