Decoding Consumer Preferences: The Influence of Labels and Brand Image on Buying Interest in the Chinese Luxury Market

This study investigates the impact of labels and brand image on consumer buying interest within the Chinese luxury market. Given the rapid expansion of luxury consumption in China, this research seeks to understand how factors such as perceived social status, cultural relevance, brand heritage, and brand symbolism influence Chinese consumers’ interest in luxury goods. A qualitative approach was adopted, involving semi-structured interviews with 20 participants across major Chinese cities. Thematic analysis revealed four key themes: (1) Perceived Social Status, where luxury goods were viewed as symbols of personal success; (2) Cultural Relevance of Brand Image, with a preference for brands incorporating traditional or modern Chinese elements; (3) Importance of Brand Labels and Heritage, which enhanced trust and perception of quality; and (4) Influence of Brand Symbols on Purchasing Behaviour, with logos and packaging playing a significant role in consumer recognition and appeal. These findings underscore the importance for luxury brands to align their strategies with Chinese cultural values, social aspirations, and brand heritage to build consumer loyalty in this market. This study contributes to the literature on consumer behaviour in emerging markets and provides practical insights for luxury brands aiming to adapt and thrive in China’s competitive luxury sector.