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The Impact of Western Brand Image on Consumer Experience in the Luxury Fashion Industry: A Comparative Study between European and Asian Markets

This study explores the impact of Western luxury brand image on consumer experiences in European and Asian markets, providing a comprehensive analysis of how cultural differences shape luxury consumption behavior across these two regions. Western luxury brands such as Chanel, Louis Vuitton, and Gucci have long been synonymous with prestige, heritage, and exclusivity, yet the ways in which consumers experience and perceive these brands vary significantly between Europe and Asia due to distinct cultural, social, and psychological influences.
In Europe, luxury consumption is largely driven by a desire for authenticity, craftsmanship, and heritage. European consumers tend to view luxury goods as reflections of individual identity and personal taste, valuing the historical legacy and artisanal quality of Western luxury brands. The consumer experience in Europe is thus inward-focused, emphasizing self-expression and emotional connection to the brand’s heritage. In contrast, Asian consumers are primarily motivated by social influence, status signaling, and aspirational success. Luxury goods in Asia are often perceived as symbols of social mobility and modernity, with consumers seeking to enhance their social standing and gain recognition within their communities. The outward-focused nature of luxury consumption in Asia places greater emphasis on social validation and the symbolic value of luxury brands.

Submitted by: MUHAMMAD ALMAS
EIU574822
In Partial Fulfillment of the Requirements for the Degree of
Doctor of Business Administration in International Business Management
Supervisor: Prof. (Dr.) S. Edmund Christopher
Date: November, 2024
EIU-PARIS