Chanel brand equity in the eyes of male consumers

Abstract

This research aims to study male consumers' brand equity of Chanel. A qualitative method was used to collect data through 12 in-depth interviews. The respondents are 12 Thai male millennials, who are aged between 23 - 38, living in Bangkok, Thailand, and have purchased a product from Chanel within the last 12 months. The findings of this study indicate that male consumers had a good brand recall of Chanel. Male consumers have a positive brand image of Chanel and view them as a timeless brand, a top-tier luxury brand that is expensive in comparison to other luxury brands on the market, offering products that can be utilized in an array of ways in their everyday lives. Male consumers’ believe that Chanel is a feminine brand, with high-quality products and accommodating services. They believe that Chanel is a trustworthy and credible brand that is utilized by wealthy demographics of people who have a luxurious lifestyle. Male consumers regard Chanel’s brand name and symbol as a reason for making their initial purchase and that the brand provides them with self-expression and gives them social benefits by alleviating their social status. The role of media has influenced their perceptions of Chanel, along with celebrities that utilize its products seen through online platforms. Chanel’s French origin shapes the male consumers' thoughts on the brand's image as France plays a big role in Chanel’s brand identity and product quality.