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Factors Affecting “A” Luxury Brand Loyalty On Chinese College Students In Shanghai City Of China

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  • Wei Dai

    (Bangkok University, Thailand)

  • Ruihui Pu

    (National Institute of Development Administration, Thailand)

  • Changjiang Tang

    (National Institute of Development Administration, Thailand)

Abstract

The purpose of this paper is applied quantitative analysis to investigate the factors affecting “A” luxury brand loyalty on Chinese university students in Shanghai city, China. factors were defined as service quality, service scape, service equity, alternative attractiveness, customer participation, service risk avoidance, service episodes, competitive productivity. A total sample of 255 shoppers collected by survey questionnaire in Songjiang district in Shanghai in Wanda shopping mall. The majority of respondents were students aged 15-25 years old. Most of them were studying in schools in Songjiang District with income range from 7,500 to 40,000 baht. They went shopping 1-2 times a week, spent 2-3 hours shopping and paid less than or equal to 10,000 baht per month to buy luxury goods. The data sets utilized descriptive statistics and multiple regression analysis. The researchers found that no alternative attractiveness (β = 0.126) accounted for 6.8% positively affecting Chrisitan Dior brand loyalty with statistical significant at .05.

Suggested Citation

  • Wei Dai & Ruihui Pu & Changjiang Tang, 2018. "Factors Affecting “A” Luxury Brand Loyalty On Chinese College Students In Shanghai City Of China ," Information Management and Computer Science (IMCS), Zibeline International Publishing, vol. 1(2), pages 14-17, August.
    • Handle: RePEc:zib:zbimcs:v:1:y:2018:i:2:p:14-17
    DOI: 10.26480/imcs.02.2018.14.17
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    References listed on IDEAS

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    1. Rajagopal, 2015. "Consumer Value Management," Palgrave Macmillan Books, in: The Butterfly Effect in Competitive Markets, chapter 5, pages 119-143, Palgrave Macmillan.
    2. Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
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