Why people buy merc ? Mở bài: tự chém



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Why people buy merc


Why people buy merc ?
- Mở bài: tự chém
-Thân bài; a/ nói sơ về merc, sơ về luxury
b/ thân bài:
Merc có gì: tech, furniture, exp, $ not too high from others ( abroad ), brand value
Buyer think: privelege, brand image, able to customize, variable of choice
Driver think: smooth, safe, comfort, handling, reliable ( nếu bảo dưỡng định kì )
People think: - Brand image impression: sao 3 cánh, thấy sao 3 cánh là thấy đẳng cấp

Vì sao ng ta mua merc: tại vì ng ta có tiền để mua merc


Merc là luxury brand

- thể hiện bản thân


- thỏa mãn nhu cầu để đạt đc các goals trong XH

Nghiên cứu của luxury brand lên ng dùng thông qua Functional Theories Of Attitudes, Logo Prominence, And Brand Authenticity


Thí nghiệm với túi LV

-> kết luận, mua merc tại vì merc là xe sang


https://sci-hub.se/10.1080/0965254X.2020.1758198


https://www.mercedesbenznaples.com/blogs/694/top-5-reasons-to-buy-mercedes-benz/


https://www.dovepress.com/getfile.php?fileID=52987
https://www.tandfonline.com/doi/abs/10.1080/0965254X.2020.1758198
https://www.cnbc.com/2021/04/07/how-mercedes-benz-became-so-prestigious-and-why-it-is-challenged.html
Schade M, Hegner S, Horstmann F, Brinkmann N. The impact of attitude functions on luxury brand consumption: an age-based group comparison. J Bus Res. 2016;69:1. doi:10.1016/j.jbusres.2015.08.003

Dubois B, Duquesne P. The market for luxury goods: income versus culture. Eur J Mark. 1993;27(1):35–44. doi:10.1108/03090569310024 530


Snyder M, Debono KG. Appeals to image and claims about quality: understanding the psychology of advertising. J Personality Social Psychol. 1985;49(3):586–597. doi:10.1037/0022-3514.49.3.586



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