Uncovering the Factors Influencing Consumer Loyalty in Luxury Goods Market

Here is a short summary of the provided content in a paragraph: The assignment discusses the challenges faced while conducting research on consumer loyalty to luxury goods brands. Despite these challenges, the researcher was able to overcome them by understanding the significance of data and researching other factors that affect consumer loyalty. The objective of the study was used as the basis for progress, and the research question helped in developing close-ended surveys and questionnaires for collecting data. The study identified gaps in previous research, suggesting that certain factors may not be fully explained by dependent variables. This research can serve as a reference for similar studies, with high reliability and validity. Ethical considerations were maintained throughout the project, ensuring participant confidentiality and no coercion to participate. An overview of the luxury goods market was generated, linking it to the image of the brand, providing valuable insights. Recommendations were produced that can help companies improve their strategies for enhancing brand value, perception, and loyalty. In conclusion, this research paper provided a learning experience by applying marketing theories in practical scenarios.

Running head: INTERNATIONAL FASHION RETAILING
International Fashion Retailing
Name of student
Name of University
Author note

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Abstract
The dissertation is composed to evaluate the various findings related to the impact of
brand image, value and perception of consumers on the loyalty of customers within the Chinese
luxury fashion sector. This dissertation includes the most important components of brand image
and value along with the perception of customers that can create a positive mindset among
customers and cerate loyalty among them as well. The research focused on how a string brand
image and value could make the customers make repeated purchases from the luxury fashion
brands and ensure that the existing customers are also retained efficiently. The main purpose of
conducting the research was to evaluate the effects created by a strong brand image along with
how it could be developed for creating trust and loyalty among customers, thereby influence
their buying behaviors too. From the literature, it could be understood that brand awareness and
customer loyalty had been created due to the strong brand image and value offered in terms of
the good quality products and services delivered by the company. The data analysis though
showed that these major aspects of brand could have very little impact on the loyalty of
customers, still it had been believed that by maintain a string brand presence, it would be quite
easy to attract the new customers as well as retain the existing ones within the luxury fashion
industry of China. The objectives of the research were to evaluate the impact of brand image and
value, ways of creating a string brand image, perception of customers regarding the brand
products and finally the recommendations to improve the brand image and identity to reach more
customers and create a sense of trust and loyalty among them too. Thus, the objectives had been
met and the research outcomes tend to be positive, which had allowed for driving a good
conclusion in the end of the dissertation.

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Table of Contents
Abstract............................................................................................................................................1
Chapter 1: Introduction....................................................................................................................3
1.0 Introduction............................................................................................................................3
1.1 Research background.............................................................................................................4
1.2 Purpose of research................................................................................................................5
1.3 Problem of the research..........................................................................................................5
1.4 Research rationale..................................................................................................................6
1.5 Aim of research......................................................................................................................7
1.6 Research objectives................................................................................................................7
1.7 Research questions.................................................................................................................8
1.8 Research hypothesis...............................................................................................................8
1.9 Research structure..................................................................................................................9
Chapter 5: Conclusion and recommendations...............................................................................10
5.0 Conclusion...........................................................................................................................10
5.1 Linking with the objectives..................................................................................................11
5.2 Recommendations................................................................................................................18
Self Reflection...............................................................................................................................20
References......................................................................................................................................23

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Chapter 1: Introduction
1.0 Introduction
The Chinese luxury fashion sector is flourishing consistently and it has contributed to the
growth in economy of the country as well. The Chinese luxury fashion companies have
maintained a positive brand image, which is the actual view of the customers about that
particular fashion brand. The organizations within the Chinese luxury fashion industry have
created various unique associations among the consumers’ minds to influence their buying
behaviors. It increases a positive perception of customers about the products and services offered
by the organizations and the brand image can also help to create a positive emotional value.
Maintaining a positive brand image can create good perception about the products and services
among the customers’ minds as well as allow them to understand the vision and mission of the
organization with ease and effectiveness (Fernie & Sparks , 2014). A positive image of the
luxury fashion brand is created by developing an image, slogan that can state the organization’s
vision and support the key values of the organization effectively. The brand equity or value is
the benefits offered by the company in the form of products and services. The companies can
maintain good brand value if the products and services meet the needs and preferences of
customers and ensure keeping them satisfied as a whole (Caniato et al., 2014). By offering
luxury fashion products and services that can fulfill the demands and preferences of the
customers it will be easy for the organization within the Chinese luxury fashion industry to
create a positive mindset among the customers and ensure that they remain loyal customers all
throughout. The Chinese luxury fashion sector has managed to maintain positive brand image
and provided products that created brand equity by making those memorable, differentiable

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from other company’s products and superior in terms of quality and reliability. This has
automatically resulted in attracting large numbers of customers and retained the existing
customers too, thereby increasing the sales revenue and profit level in business with ease and
efficiency (Diamond, Diamond & Litt, 2015).
1.1 Research background
In the present century, one of the biggest challenges faced by the organizations within the
Chinese luxury fashion sector is to develop a strong brand image and relationship with the
customers for gaining competitive advantage in business effectively. Maintaining a positive
brand image has always helped in creating a positive effect on the consumer perception
regarding the brand and loyalty of customers too. Loyalty among the customers towards a
particular product or service of a brand can be seen as the major aspect of marketing by the
luxury fashion companies in China (Caniato et al., 2012). The loyalty factors also comprise of
various elements that can act as success indicators for the company. Creating awareness among
the customers about the products and services can create strong customer hold as well as enhance
their loyalty about the brand products through generation of better income, increased market
share and accomplishment of business goals and objectives in an effective and reliable way. It is
quite evident that the loyalty of customers can be generated when they are satisfied with the
quality of products and services delivered to them by the luxury fashion company (Malik et al.,
2012). Fulfilling the needs and requirements of the customers is thus essential for building a
positive brand image, value and enhance the positive perception among the minds of consumers.
The background of the research has focused on how the brand image, value and perception
among customers regarding the brand products and services can create loyalty among the
customers with ease and effectiveness (Zhang, 2015).

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1.2 Purpose of research
The purpose of the research is to evaluate the various findings of the research and
understand how brand image, value and perception can create impact on the consumer loyalty
within the Chinese luxury fashion industry. It is true that the satisfaction of consumers can be
generated when their needs and requirements are fulfilled after buying the luxury fashion
products offered by the Chinese companies. The consumer satisfaction enables to find the
comparison between the expected results and perceptions of experiences. If the demands and
expectations of the customers are fulfilled, then they will be satisfied (Kapferer, 2012). The
obtaining of consumer loyalty is one of the major objectives of the customer relationship
management and can help in determining the loyalty between the customers and organizations
along with the products and services offered. To develop customer loyalty, it is important to
target the individual segments of market and provide products and services according to the
demands and preferences of theirs in each of the market segments (Severi & Ling, 2013). This
would not only build customer loyalty but would also make the customers ask for more and visit
the company on a consistent basis as their buying behaviors would be influenced with the
company’s strong brand image, value offered and good quality products that were offered. Thus,
the main purpose of conducting the research is to determine the impact created by brand image,
value and perception of customers on creating positive attitude and behaviors among them and
make them loyal customers who can purchase the products of the company on a consistent basis
(Tu, Wang & Chang, 2012).
1.3 Problem of the research
The research tends to bring positive outcomes, but there are certain areas that lacked
certain aspects and can even create problems. Due to this, the research has been conducted to

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analyse these issues and determine how brand image and value can create positive impact on the
luxury fashion sector of China. The brand value and image of many brands within this industry
of China have deteriorated and has even led to the downfall of many businesses. The growth and
development in business have been fluctuating from time to time, which has created further
complexities while conducting business effectively (Malik et al., 2013). It has been seen that
though the wealthy Chinese families are considered as major drivers of growth for the luxury
brands, still the rising Chinese middle class families with lesser incomes have become increasing
consumer segments and have become the subject of attention for many brands. Due to this, the
Chinese luxury fashion sector has experienced lesser growth in business and the profit levels are
less compared to the companies that offer products at affordable costs. The intellectual property
issues include use of trademarks, copyrights and patents by other companies and this has created
major issues for the luxury fashion organizations, whose success depend on the perception of
brand (Mazodier & Merunka, 2012). The bigger the brand is, the more there are counterfeits that
not only deteriorate the brand image but cerates positive mindset among the customers. The costs
of products, i.e., the luxury fashion and apparel products are quite high, which are convenient for
the VIP customers rather than the normal people present in the various market segments.
1.4 Research rationale
The rationale of the research is similar to the problem of the research and it illustrates
about the various issues and problems, because of which a strong and positive brand image,
value and perception shall be created for attracting customers and keep them satisfied with the
kinds of products and services delivered. It is not only an effective marketing approach to
influence the buying behaviors of consumers but also will help in making them loyal customers,
who will come back to make purchases again from the company, rather than from any other

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organization within the luxury fashion sector in China. Few of the problems include intellectual
property issues, high prices of products, etc (Horng et al., 2012). The intellectual property
problems arise when the patents, copyrights and trademarks are violated and even used by other
companies within the Chinese luxury fashions sector to enhance its reputation, brand image and
increase its customer base. Thought it cannot be said that the loyalty of consumers depends on
the brand image, value and perception of consumers only, rather there are various other factors
too such as consumer buying behaviors, satisfaction resulted from fulfillment of their needs and
requirements, marketing activities managed by the organization, etc (Shah et al., 2012). The
rationale of the research presents the various issues and problems that are faced along with the
probable outcomes that may be generated by conducting the research in a fruitful manner. It is
also seen that the lack of positive perception of customers and absence of a positive brand image
can also lead to various issues, as the customers may be unable to differentiate the products of
the company from other companies. With the help of a strong brand image, value and perception
of customers, the attitudes and behaviors of consumers towards the brand will change positively
and this will further allow them to become aware of the brand and easily distinguish the brand
products from the products of any other company within the Chinese luxury fashion industry
(Kim & Ko, 2012).
1.5 Aim of research
The actual aim of the research is to analyse the effects of brand image, value and
perception on the loyalty of customers with the consideration of the Chinese luxury fashion
sector.

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1.6 Research objectives
 To identify the various factors that can create an impact on the consumer loyalty within
the Chinese luxury fashion sector
 To evaluate the extent to which brand image can impact on the loyalty of customers
within the Chinese luxury fashion sector
 To assess the probable impacts created by maintaining good brand value and brand
perception on the consumer loyalty
 To recommend necessary measures for improving the efficiency of the factor that can
create the most impact on the consumer loyalty in context of the Chinese luxury fashion
sector
1.7 Research questions
What are the most important factors among brand management that can create an impact on the
loyalty of consumers within the Chinese luxury fashion industry?
What is the extent to which a positive image of a brand can create positive effect on the
consumer loyalty?
How could the strong brand value and perception of consumers create good impact on the loyalty
of customers within the Chinese luxury fashion sector?
What measures are recommended to determine the most important factor among brand
management to create the most positive effect on the consumer loyalty in context of the Chinese
luxury fashion industry?

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1.8 Research hypothesis
H0: The brand image, value and perception of consumers can create no such probable impact o
the loyalty of the customers within the Chinese luxury fashion industry
H1: The image of a brand, its value offered and perception of consumers can create positive
impact on the company by creating loyal customers who will purchase the products of the brand
consistently (Caniato et al., 2014).
1.9 Research structure
Introduction
The introductory chapter comprises of the actual concept of the research including the
background of research, problems faced during the research, research rationale, goals or aims of
the research along with the research objectives and questions developed according to the set of
objectives provided.
Literature review
The literature review chapter illustrates the various concepts of brand image, value and
perception of customers in the form of dependent and independent variables. The independent
variable here is the loyalty of customers, which is dependent upon the brand image and value and
also on the perception of customers (Caniato et al., 2012). Thus, the independent variable here is
customer loyalty and the dependent variable is the brand image, value and perception of the
customers.
Research methodology

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The methodology of research is done for ensuring that the research is done properly and
good outcomes are derived as well. The philosophy of research, approaches followed along with
the research strategy and designs have been also included in the dissertation. The ways of
collecting and analysing data will also be illustrated in the dissertation while proper ethics are
maintained too. The limitations will show how the research outcomes have been hindered due to
certain reasons and furthermore ensure that all the research aspects are covered properly (Zhang,
2015).
Data analysis
The analysis of data will be done for checking the responses of customers and even the
qualitative data that has been gathered from the managers of the business organization within the
Chinese luxury fashion sector.
Conclusion
The conclusion chapter will illustrate about the various findings of the research and
ensure that the objectives are properly linked with the research outcomes. The values and ethics
maintained along with the research limitations have also been illustrated here in this research
dissertation (Kapferer, 2012).
Reflection
The reflective part consists of the things that I have learned while conducting the
research. The various research aspects that will be obtained during this research will help in
progressing in my personal as well as professional career with ease and effectiveness.

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Chapter 5: Conclusion and recommendations
5.0 Conclusion
The research was done for determining the positive effects created by a positive brand
image, values and perception of customer regarding the products and services offered by the
brand on the loyalty of customers. This chapter would present the outcomes of the research with
the help of combining the various important components and ensure that all the objectives
presented above could fulfill the criteria and requirements of the research with ease and
effectiveness.
5.1 Linking with the objectives
Objective 1: To identify the various factors that can create an impact on the consumer loyalty
within the Chinese luxury fashion sector
The image of a brand can influence the loyalty of customers positively and even enhance
the level of commitment of consumers. The brand must hold a certain degree of relevance to
create an impact on the products offered in the Chinese luxury fashion sector and the
organization itself. The brand image must be good so as to deliver products that can be
differentiated from the products offered by the companies in the market. The company
possessing a strong brand image and name can also attract more customers and retain the
existing ones too by influencing their behaviors to make purchases from that company rather
than from anywhere else. From the literature, it could be understood that for many years, people
had been quite satisfied with the good quality luxury items delivered by the Chinese luxury
fashion sector. Luxury is something that is much more than just fulfillment of needs and
preferences of customers. The luxurious things denote a sense of aristocracy and leading a rich

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life than the normal people within the fashion sector of China. However, the prices of luxury
items are quite high when compared to the normal products and services delivered. A positive
brand image is created when the companies have managed to fulfill all the demands and
preferences of customers and the products and services are related to the history, identity and
uniqueness of the brand within this sector. The literature review also explained that the wealth,
high status and high-class life of theirs have been shown off with the help of buying the luxury
fashion products. Brand image is related to the awareness of brand and both these have been
considered as major sources of establishing brand equity. Positive brand image has been created
with the help of developing an unique and strong brand association with the emotions of
consumers regarding the brand through various marketing campaigns and programs.
Knowledge of the brand within the Chinese luxury fashion sector must be built for understanding
whether the customers would be able to provide a positive response to the branding campaign or
approach. When customers would know about the brand and gain a positive image, then the
company might no longer need to spend high amounts of money for the extension of the brand
though higher sales revenue would be achieved. Luxury is some kind of exclusiveness that
differentiates the brand offerings from the other brands within the Chinese luxury fashion sector.
A good brand can create high awareness among the customers as well as generate perceived
quality through retention of sales and gaining of consumer loyalty with ease and effectiveness.
The values offered by the brand can also led to the formation of brand equity and this can
even make the customers spend more money for the luxury items. Various things are considered
for developing a string brand image and identity like performing of functions as designed by the
brand, social image associated with the purchasing and owning of the brand, balance between
value of brand and functionalities and consumers trusting the brand and becoming loyal

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customers due to the good quality luxury items delivered by the company. However, from
various findings of the data analysis, it could be seen that brand image, value and perception had
significant impact on the loyalty of customers; still the loyalty and trust of customers could be
gained depending upon their satisfaction and consumer buying behaviors or decisions. The brand
offerings must have some distinguishable features as well so that the customers would be able to
know the uniqueness of the brand and become loyal customers. From the literature, it could be
understood that brand image could be enhanced with the help of maintaining uniqueness of the
brand logo, features and graphical styles that had been associated with the brand. On the other
hand, the brand value is the various forms of actions related to the customers of the luxury brand,
channel members and the parent company that had been considered as major elements of the
brand to remain successful and competitive within the business environment, furthermore cerate
loyalty among customers and more sales revenue generation too. Therefore, it could be
understood that the objectives have been linked with the literature that showed that the
independent variables i.e., consumer loyalty are dependent upon the strong brand image, value
offered and perception of consumers.
Objective 2: To evaluate the extent to which brand image can impact on the loyalty of customers
within the Chinese luxury fashion sector
Brand image is an essential component for becoming successful within the business
environment nowadays. It is important for a particular brand within the Chinese luxury fashion
industry to ensure that proper brand value is provided to the customers and a good perception of
customers regarding the brand products and services. A multidisciplinary approach has been
followed by combining the owned, earned and paid media within the effective coordinated,

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digital ecosystem, social and public relations for creating a string brand image with ease and
efficiency. To develop a string brand image, it is important to identify the key audiences,
determine the business goals and objectives that are needed to be achieved, define the brand
persona, develop key messages that are to be transferred to individuals and furthermore market
the products and services properly to the market segments comprising of the luxury fashion
customers. As soon as a proper brand image is established, it is necessary to solidify the brand
image by managing the marketing and promotional activities to create loyal customers and
furthermore generate more sales in business. The major aspects of promoting a luxury brand
within the Chinese luxury fashion sector on a wider scale include management of public
relations, developing the content and use of social media for sharing and exchange of data and
information effectively. The management of public relations can help in distributing the key
messages of the brand and spread the news and information related to the luxury brand products
in online blogs, articles, trade publications and news outlets. This would allow the company to
position itself within the business environment easily and furthermore improve the brand image
and awareness among the customers. This would also create a positive mindset among the
customers, as they would understand that the company had successfully provided its efforts to
make them aware of the brand offerings. It had been found from the literature and analysis of
data that developing content could help in driving the integrated public relations and manage the
digital marketing activities properly. This would not only enhance the brand image and value
offered, but might also deliver good amounts of articles, blogs and other rich contents for
targeting the customers and influence their buying behaviors easily.
Nowadays, the introduction of internet and social media has created enough scopes and
opportunities for the Chinese luxury fashion sector to reach a wider group of audience and share

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information and messages relaxant to the industry to the customers and further influence their
buying behaviors. A robust social media approach could not only enhance the traffic within the
web site but would create a positive image among the customers, both new and the existing ones
within the luxury fashion customer segments in China. By creating a strong brand image and
identity, it would be easy to reveal the unique value proposition and obtain competitive
advantage in business as well. By maintaining a string brand image, the companies within the
Chinese luxury fashion industry would be able to reflect their voice and messages related to the
offerings of the brand through management of social interaction. This would also I improve the
experiences of customers towards the company through visual features like use of logos, color
schemes, brand design, etc., which might even enhance the ability to increase brand awareness
and loyalty among the customers efficiently. The impact of social media involvement is huge
and it can leverage the acquisition of links and share buttons to create a positive mindset among
the customers and influence their buying behaviors so that they visit the company repeatedly for
making purchases effectively. To develop a strong image needs proper quality luxury products
delivered to the customers along with the assessment and monitoring of recent trends and
competitors in the market. Developing a strong brand image can also help to maintain
consistency of brand messaging and obtain feedbacks of customers too to know the areas where
necessary changes and improvements should be done for fulfilling their demands and preferences
and create positive mindset among them.
Thus, the analysis of the study suggests that there is significant relationship among
consumer loyalty, brand image, brand perception and brand value. It is seen that regression
analysis shows that each of the variables, can explain 35% of the variable, which means that
brand image, brand perception, and brand value has significant impact on the consumer loyalty.

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The brand image is one of the major factors, which will determine the repeat purchasing of the
consumers. China is one of the global economies in the market and the economic growth of the
country is rapid. China is predicted to grow even further due to their advanced technology and
economic stability in the market. As the country has people with high disposable income, the
market for the luxury products is relatively high and niche marketing has lead to the
development of the luxury goods sector. China is the country in the Asian market, which is
showing the highest growth, which determines that, the growth of the luxury goods in the China
market have increased significantly. This has resulted in the increase in the foreign direct
investment in China and more number of companies are making use of this opportunity to
expand their business in the Chinese market.
The buying behaviour of the consumer is affected by the image of the brand, the
perception of the consumers about the brand and the value of the brand. The consumers have
high disposable income will not compromise with the quality of the product and prefer buying
products from the different brands. The consumer buying decision consists of a process, which
include five stages that affect the decision-making procedure of the consumers. The social media
has influenced the buying behaviour of the consumers by providing information regarding
famous brands. The social media has made everything very transparent and has created a two-
way communication channel, which has helped the organization in understanding the needs of
the consumers. Therefore, most of the buyers in the Chinese market follow different brands on
the social media to get information regarding the various products, which is generating an
influence on the buying behaviour of the consumers. It is seen that majority of the consumers are
very much conscious about the brand image. The consumer creates its own value about a specific
brand and the consumer experience will determine whether they will become loyal to a brand or

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not. The consumers who are intrigued by the brand image and value will become a loyal
consumer of the brand.
The organizations in this industry try to provide the consumers with a product with a
unique selling proposition. The perception of the consumers regarding this proposition will
determine whether they will become a loyal consumer of the particular brand. The consumer
buying decision starts with the generation of need and the specification of the product will
determine whether the product is mitigating all the requirements of the consumers. The consumer
will always try to make weigh all their options before making a purchase and at that time, the
image of the brand is a major criteria for buying a product. Most of the brands in the market are
providing the consumers with similar products so the value of the image of the brand will
determine which product a consumer will choose. The analysis of the report suggests that there is
a strong correlation among the variables used in the research. This means that the brand image
will have an impact on the brand image, brand perception, and vice versa. Thus, we can say that
when a consumer recognizes the image of a brand, it will acknowledge the value of the brand
respectively. However, the advent of ecommerce has made most of the physical store as
redundant so the organization will have to make use of the online media to sell their premium
products in the market. The companies will have to change their strategy and will have to
incorporate the image of the brand as an important part of the business model of the
organizations.
Thus from the analysis of the report it can be said that there is significant of the brand
image on the level of consumer loyalty. The regression analysis and the ANOVA (Analysis of
variance) shows that the brand image, brand value and brand perception is able define the

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consumer loyalty. The consumers who prefer a particular brand will always remain loyal to the
brand and it easy to retain these consumers as their switching power is relatively high. Thus, the
organization maintaining a good image of their respective brand will able to retain their
consumers which in turn will help in gaining competitive advantage in the market. However, the
findings suggest that brand image is bale to explain only 35% of the overall customer loyalty,
which means that there are other significant aspects, which will have an impact on the loyalty of
the consumers. Thus, the organization will have to include all those factor in to their business
model so that the organizations are able to maintain their sustainability in the market. Thus, the
market of the luxury goods in China seems promising and the companies in the market can use
innovative strategies to capture the share in the market. However, only the image of the brand
will not help to improve the repeat purchase of the product and there are other factor such as
consumer satisfaction and uniqueness of the product, which will provide an organization with an
competitive advantage in the market.
5.2 Recommendations
Thus, it is recommended that the companies in the Chinese market should make use of their
brand image to grab the attention of the consumers in the luxury goods segment. However, the
companies will have to make use of the social media platform to make improvements in their
image. The consumers tend to follow their specific brands on the social media platforms so
companies will have to make sure that the companies are able to generate more value from the
point of view of the consumers. The companies can use innovative ideas to change the
perception of the consumers about a particular product, which will help in affecting the buying
behaviour of the consumers. The consumer satisfaction is another important point, which will
influence the repeat purchasing of the consumers. Therefore, the level of satisfaction the

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consumer achieves will determine the repeat purchase of the product so the companies will have
to make sure that the brand image of the organization is able to incorporate the customer
satisfaction as a key factor.
The companies in the market should keep in mind that brand image, brand perception and
brand value are strongly correlated so impact on one factor will affect the other factor in the
market. The overall production process will determine the value of the brand and so the
companies in the market will have to make sure that they add value to their products at different
stages so that they can create a high value of the brand. This will improve the image of the brand
and perception of the consumers about a product will change. This will help in retaining the
existing consumers and acquire potential consumers in the market. The findings of the research
has been able to validate the existing theories and so the companies in the market will have to
make sure that they make use of the consumer buying behaviour decision process to identify the
perception of the consumers about the product. It is also recommended that the companies in the
Chinese market should make use of the aggressive promotion strategy to penetrate more in to the
market so that they can further penetrate the market segment. The companies must use online
promotional strategy so that they are able to reach a wide variety of consumers. The companies
should conduct surveys and road shows to identify the value of the brand, which will help in
understanding the perspective of the consumers. This will help in determining strategies for
making progress in creating a better brand image of their respective companies. There is stiff
competition in the luxury goods market in China so the companies will have to make sure that
they address the need recognition of the consumer otherwise the brand image will not be
sufficient in revenue generation. The companies will have to make improvements in the
customer experience by understanding the different personality types. Various consumers have

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different personas so it the duty of the organization to understand the perspective of each of the
consumer personas to make improvements in their experience. The consumers are looking for
products, which will define their very existence so the companies will make sure that the existing
strategies will portray an image that will attract all the consumers who love to use luxury
products. Thus, it is seen that relying solely on the image of the brand will not be enough for any
organization in gaining competitive advantage in the market. Thus, equal importance will have to
be given to various factors, which will help in influencing the loyalty of the consumers.
Self Reflection
This is a research, which has helped me in gaining significant knowledge in the field of
brand image, brand perception, brand value and customer loyalty. The literature review of the
various authors has helped me to understand of the perspective of the various authors who have
different perspectives about brand image and the customer loyalty. The contradictions of the
study have helped me to identify the gap the research. I have gained significant knowledge about
the perception of the consumers regarding the image of the brand. This has helped me to identify
the role of an manager in an organization and how they can use different strategies to generate
more revenue and fulfil the needs of the stakeholders. This is will me in future when I take the
responsibility of being a manager in any organization. I have very limited knowledge about the
Chinese luxury goods market but II have been able to gain an in depth knowledge about the

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various factors in the market and the perspective of the consumers. I have no idea that how
image of the brand will affect the loyalty of the consumers but I have gained knowledge about
the various marketing concepts. I had limited knowledge about writing an dissertation but now i
have gained significant amount of knowledge which I can use later on in other similar research
papers. I took great amount of time in formulating the objective of the study, as it was very
difficult to identify the objective of the study I am conducting. I had no clear concept about the
methodology of the research and I took a great time in understanding the methods that need to be
use to validate the existing theories. The formulation of the hypothesis has also been challenging
for me, as I have no idea for the generation of the hypothesis. I have gained significant
knowledge about the tools that have been used for analysis of the primary data that has been
collected. I have gained knowledge about the various statistical methods such as correlation,
regression and ANOVA, which I can use later on in other assignments for generating the
analysis.
I had no idea that brand image, perception and value has this much significance in
affecting the loyalty of the consumer. However, the analysis of my research shows that the only
35% of the variable can be explained with the help of the independent variables in the market. I
have able to validate all the existing theories, which has been mentioned by the various authors. I
have understood that brand image help an organization help an organization to expand their
business and improve their share in their market. During the commencement of the project, I
have faced a large number of complex challenges. The collection of the primary data and the
secondary data for the analysis of the project was tough. The identification of the journals and
papers, which are relevant for the development of the project, was tough. The primary data has
been collected by conducting surveys and interviews. It was tough to get feedbacks from the

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consumers. The selection of the research philosophy was also hard as the most suitable
philosophy was to be selected. I have gained significant knowledge about the deductive and the
inductive approach of the research, which helped me understand that deductive approach will
validate the existing theories where as the inductive approach, will create new theories. the
linking of the objectives with that of the findings and the conclusion has been tough for me.
However, I have been able to overcome this challenge by understanding the significance of the
data and researching the other factors, which could have an effect on the loyalty of the
consumers. Thus, I was able to link the objective of the research with that of the conclusion and
recommendations.
I was able to overcome all the challenges I faced with the help of the internet, which
consist of similar journals. The objective of the study was the basis, which helped me to progress
in the research paper. The research question that I have formulated helped me in developing
close-ended surveys and questionnaires for collection of the data. I have also been able to
identify the gap in the research, which suggests that there are other factors, which can be used to
make impact on the consumer loyalty. There are certain factors that cannot be explained with the
dependent variables of the research so there are certain factors that have to be taken in to
consideration for making changes in the strategies of the organization. However, this research
can be used as a reference for conducting similar experiments as the reliability and validity of the
project is high. This mean that the tools used in this study will be able to generate similar results
for similar research topics in this field. However, while conducting this study I have made sure
that the ethical aspect of the project has been maintained. I have kept the data of the consumers
confidential and none of the participants was forced to take part in the experiment. I have able to
generate an overview of the luxury goods market and have been able to link it with the image of

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the brand that has generated valuable insight for the project. The recommendations that I have
produced will help all the companies in the Chinese and the companies who are trying to make
an entry in to market to make changes in the strategies to make improvements in the image,
perception and the value of the brand. Thus, I can conclude by saying that this research paper has
provided me with a learning experience, which I could have never been, able to obtain by
studying the theories. I have been able to understand how the theories of marketing can be used
in the practical scenario to create competitive advantage in the market.
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