1. A study of the luxury brand image and its influence upon consumer perception

2. Review of Literature
luxury brands
Consumer perception
Semiotics

3. Luxury brands
The term “luxury” is currently and commonly used by marketers in most product or service categories to communicate to consumers a particular tier of offer
(Dubois et al., 2005)

4. Luxury brands
“A brand is a tangible or intangible concept that uniquely identifies an offering, providing symbolic communication of functionality and differentiation, and in doing so sustainably influences the value offered.”
(Jevons, 2007)

5. Consumer perception
Consumers can derive subjective intangible benefits from these goods beyond their functional utility, while additional motivations to purchase them include their higher levels of quality and authenticity
(Vigneron & Johnson, 1999)

6. Consumer perception
A fashion good’s brand image denotes to what extent a consumer is willing to pay extra money to obtain the particular brand, while at the same time another product of similar quality could be purchased at a cheaper price.
(Kort, Caulkins, Hartl & Feichtinger, 2006)

7. Consumer perception
The consumer decision to buy a “conspicuous” product depends not only on the product’s functionality, but also on social needs such as prestige
(Amaldoss & Jain, 2005)

8. Consumer perception
Customers discuss luxury goods in rich hedonic language describing them as “opulent”, “pleasing to the touch and eye” and designed to “indulge and delight”
(Tynan, Mckechnie, & Chhuon, 2009)

9. Consumer perception
Successful brands are those where consumers’ perceptions of a brand are identical to a firm’s and both are identical to the customer’s original specification
(Kort, Caulkins, Hartl & Feichtinger, 2006)

10. Semiotics The study of systems of signs is called semiotics
(Echtner, 1999)

11. Semiotics
Signs are identified as anything that can be used to represent something else
(Berger, 1984)

12. Semiotics
A sign not only stands for something, but it also stands for something to somebody in a certain respect
(Hawkes, 1977)

13. Semiotics
Semiotics can contribute to more fully understanding human communication and behaviour
(Echtner, 1999)

14. ~ Thanks for your attention ~