The Research on the Influence of Swarovski Brand Image on Chinese College Students Purchase Intention

Abstract

With the gradual improvement of China's overall economic level, the per capita disposable income of Chinese families has also increased. This article hopes to take the luxury brand Swarovski as an entry point, and study its influence on Chinese college students' purchase intentions from the perspective of its brand image. And this paper results of the elements of "luxury brand", in order to summarize the influence of the elements of luxury brand on consumers, and provide theoretical guidance for the future research direction of luxury goods. This article is based on the use of a questionnaire survey, the authors found that 68% students positioned Swarovski as a luxury brand, and nearly half of students believe that Swarovski`s strength lies in the variety of styles. This article believes that Swarovski's brand image has a positive correlation with the consumption behavior of university students, that is, the higher the brand image, the more consumption behavior of university students. However, due to the limited economic strength of university students, the premise of the above conclusion is that Swarovski still maintains relatively low prices for the public. At the same time, as a brand, Swarovski should have a reasonable and effective product marketing strategy, but while establishing a brand image, it should also control the quality of its products and let consumers know whether the products they purchase are truly what they want.