Factors Affecting “A” Luxury Brand Loyalty of Chinese University Students in Songjiang District, Shanghai, China

Abstract

The purpose of this paper was to reveal the independent factors affecting “A” luxury brand loyalty of Chinese university students in Songjiang District, Shanghai, China. Those independent factors were service quality, service scape, service equity, alternative attractiveness, customer participation, service risk avoidance, service episodes, competitive productivity. A total sample of 255 shoppers collected with survey questionnaire in Songjiang district in Shanghai in Wanda shopping mall. The majority of respondents were students aged 15-25 years old. Most of them were studying in schools in Songjiang District with income range from 7,500 to 40,000 baht. They went shopping 1-2 times a week, spent 2-3 hours shopping and paid less than or equal to 10,000 baht per month to buy luxury goods. The data sets utilized descriptive statistics and multiple regression analysis. The researchers found that no alternative attractiveness (β = 0.126) accounted for 6.8% positively affecting Chrisitan Brand “A” brand loyalty with statistical significant level at .01.