Research on Luxury Brand Implicit Legitimacy through Implicit Association Test

摘要：

Iuxury brands are most should demonstrate legitimacy because of market researcher define the luxury brand is the highest level of prestigious brands encompassing several physical and psychological values.llovvever,does Chinese consumer can really identify with the legitimacy of western luxury brand on a cross-cultural level? This article explore that Chinese luxury consumer got high implicit identity with own luxury brand through IAT (Implicit Association Test).

关键词： luxury brand brand legitimacy implicit attitude IAT

作者: WangTao MaMingna

作者单位: Department of marketing Wuhan University Wuhan,china

会议类型: 国际会议

会议名称: 2010 2nd IEEE International Conference on Information and Financial Engineering(2010年第二届IEEE信息与金融工程国际会议 ICIFE 2010)

会议地点: 重庆

会议语种:英文

页码: 915-917

在线出版日期: 2010-09-17（万方平台首次上网日期，不代表论文的发表时间）