The Impact of Chanel Brand Heritage on Trust and Loyalty Among Chinese Female Luxury Consumers

Abstract

With the rapid development of the global luxury market, brand heritage is becoming increasingly important in shaping consumer perceptions of luxury value and loyalty. This study explores the impact of Chanel's brand heritage on the trust and loyalty of Chinese luxury women consumers. As a leading brand in the global luxury industry, Chanel has a long history of heritage, classic product design, and unique brand culture. This study examines how brand heritage affects different dimensions of luxury value perception, including emotional, economic, functional, and social value. The relationship between brand heritage and luxury value perception is explored in depth by analyzing the history of brand heritage of the luxury brand Chanel and the female consumers in the Chinese market. The findings of this study contribute to an understanding of how brand heritage shapes consumer loyalty in the luxury market and provide managerial insights for both traditional heritage brands and emerging luxury brands seeking to establish a heritage-based value proposition.