Self-Owned Brand Rises from the Ash Marketing Advertising of LUXGEN and Its Role in the New Automobile’s Brand

Jong-Sheng Horng () and Jih-Shyong Lin ()
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Jong-Sheng Horng: Tatung University, Ph.D. Program of Design Science, Taiwan
Jih-Shyong Lin: Tatung University, Ph.D. Program of Design Science, Taiwan

International Journal of Business Research and Management (IJBRM), 2014, vol. 5, issue 1, 1-13

Abstract: In 2009, Taiwan YULON Group actively developed its self-owned brand LUXGEN and launched the first automobile named as LUXGEN7 MPV. This research investigates how LUXGEN uses advertising and differential threshold stimulation to persuade the consumers that such automobile is of excellent quality and reasonable price, making up the insufficiency in popularity during its debut to the market. From the perspective of differential threshold stimulation, this research will study on its impact to the new self-owned brand according to the four advertising cases of the LUXGEN automobile.

Keywords: Differential Threshold Stimulation; Self-owned Brand; LUXGEN; Case Study. (search for similar items in EconPapers)
JEL-codes: M0 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aml:intbrm:v:5:y:2014:i:1:p:1-13

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