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

Author

Listed:
  • Jong-Sheng Horng

    (Tatung University, Ph.D. Program of Design Science, Taiwan)

  • Jih-Shyong Lin

    (Tatung University, Ph.D. Program of Design Science, Taiwan)

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.

Suggested Citation

  • Jong-Sheng Horng & Jih-Shyong Lin, 2014. "Self-Owned Brand Rises from the Ash Marketing Advertising of LUXGEN and Its Role in the New Automobile’s Brand," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 5(1), pages 1-13, January.
    • Handle: RePEc:aml:intbrm:v:5:y:2014:i:1:p:1-13
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    References listed on IDEAS

    as
    1. Aaker, David A. & Shansby, J. Gary, 1982. "Positioning your product," Business Horizons, Elsevier, vol. 25(3), pages 56-62.
    2. Krishn A. Goyal & A. Sadasivam, 2010. "A Critical Analysis of Rational & Emotional Approaches in Car Selling," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 1(2), pages 59-63, December.
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    Cited by:

    1. Matteo Cristofaro & Pier Luigi Giardino & Luna Leoni, 2021. "Back to the Future: A Review and Editorial Agenda of the International Journal of Business Research and Management," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 12(1), pages 16-33, February.

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    More about this item

    Keywords

    Differential Threshold Stimulation; Self-owned Brand; LUXGEN; Case Study.;
    All these keywords.

    JEL classification:

    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General

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