The Importance of Brand Heritage A Study of Luxury Fashion Brands in Jakarta

Abstract

Objective: to examine the importance of brand heritage as a significant effect in marketing management of luxury fashion brands. Methods: Simple Linear Regression is used to test the relationship between brand heritage as an independent variable and cognitive brand strength, affective brand strength, and intentional brand strength as dependent variables. An independent t-test is used to examine if there are differences between the customers who purchase luxury goods with regard to brand heritage. And the last is ANOVA to check if there are any significant differences in brand heritage with regards to the age, expenditure, and education level of the respondents. Results: brand heritage does have a positive impact on the cognitive brand strength, affective brand strength and intentional brand strength on the customers of these luxury brands. The independent t-test revealed that there is a significant difference between the customers of the two items bags and watches with regard to the brand heritage. ANOVA tests revealed that there is no significant difference between brand heritage and age, gender, expenditure, and income level of the respondents.