Abstract
This study examines the strong preference among Japanese people for luxury brands and makes a comparative analysis of the psychological factors that influence the development of purchase intentions and how they differ between the food and car luxury brands. An empirical analysis was performed by using psychological factors that influence the preference for luxury brands, which Sugimoto [1] demonstrated in a study on Japanese people. The results suggested the following: 1) Differentiation from Others is an important factor in developing purchase intentions for both food and car luxury brands and is a particularly important factor for cars; 2) Conformity to Group Norms is not an important factor in developing purchase intentions for both food and car luxury brands in which consumers continue to feel a sense of rarity; 3) Avoiding Cognitive Dissonance is an important factor in developing purchase intentions for both food and car luxury brands; 4) Quality Evaluation is an important factor in developing purchase intentions for food luxury brands only.
Highlights
Fujiwara and Nagasawa [2] examined the growing success of GODIVA, the Belgian-born luxury chocolate brand, in Japan [3], and suggested the possibility that the preference for luxury brands among Japanese people is not limited to fashion and leather products, which were the subjects of many of the previous studies on luxuryHow to cite this paper: Fujiwara, K. and Nagasawa, S. (2015) Analysis of Psychological Factors That Influence Preference for Luxury Food and Car Brands Targeting Japanese People
The results showed that luxury brand strategies can be applied to the category of food, just as they can be applied to cars
The results demonstrated that the seven psychological factors, which are shown in Figure 1, lead to the development of the preference for luxury brands among Japanese people [21]
Summary
Fujiwara and Nagasawa [2] examined the growing success of GODIVA, the Belgian-born luxury chocolate brand, in Japan [3], and suggested the possibility that the preference for luxury brands among Japanese people is not limited to fashion and leather products, which were the subjects of many of the previous studies on luxuryHow to cite this paper: Fujiwara, K. and Nagasawa, S. (2015) Analysis of Psychological Factors That Influence Preference for Luxury Food and Car Brands Targeting Japanese People. Fujiwara and Nagasawa [2] examined the growing success of GODIVA, the Belgian-born luxury chocolate brand, in Japan [3], and suggested the possibility that the preference for luxury brands among Japanese people is not limited to fashion and leather products, which were the subjects of many of the previous studies on luxury. (2015) Analysis of Psychological Factors That Influence Preference for Luxury Food and Car Brands Targeting Japanese People. A comparative empirical study was performed on FERRARI, which belongs to the brand category of cars (a category with very different characteristics from food) by using the concept of customer experience, which was proposed by Schmitt [4]. The results showed that luxury brand strategies can be applied to the category of food, just as they can be applied to cars
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