Burberry品牌形象调查问卷

What is your gender? 
What is your age group? 
What is your monthly disposable income? 
How often do you purchase goods from luxury brands? 
Which brand listed below do you prefer if you’re considering buying a luxury good? 
To what extent do you feel that buying luxury goods is to pay for good service at the time of purchase and a luxurious, comfortable buying environment? 
How would you describe Burberry’s brand image?
Who do you think is Burberry’s main consumer? 
To what extent can you identify the difference between Burberry, Burberry London England, and Burberry Brit? 
On a scale of 1 to 5, how much do you agree with the following statement? (1 = Strongly disagree, 5 = Strongly agree)
  • Strongly disagree
  • Disagree
  • Indifferent
  • Agree
  • Strongly agree
I know the trench coat is the star product from Burberry. 
Besides trench coat, I know other star products from Burberry.
Burberry represents Modern British Luxury to the world with its authentic British heritage.
Burberry is a luxury brand, recognized by the iconic trench coat, trademark check and Prorsum horse logo.
Burberry is boring and outdated compared to other luxury brands such as GUCCI, LV, and PRADA.
Burberry has disconnected with young consumers.
Burberry’s values and culture are in line with younger consumers.
I have seen Burberry's official posts or videos on social media.
I have interacted with official Burberry posts or videos.
Are you aware of any recent changes to Burberry’s brand elements (i.e. logo, colour, design, packaging)?
How do you feel about Burberry logo's renewal compared to the previous one?
To what extent do you agree that Burberry’s recent design and marketing shifts (e.g., streetwear-inspired collections) align with the brand’s heritage and luxury image?
Have you visited the Burberry offline store before?
On a scale of 1 to 5, how much do you agree with the following statement? (1 = Strongly disagree, 5 = Strongly agree) 
  • Strongly disagree
  • Disagree
  • Indifferent
  • Agree
  • Strongly agree
I think the store design conforms to the tone of the brand.
I think the style of clothes in the store is more coordinated than chaotic.
Have you purchased any items from Burberry before?
Which category(ies) did you buy?
What factors influence your choice of Burberry products?
How do you perceive the pricing of Burberry products compared to other luxury brands?

On a scale of 1 to 5, how much do you agree with the following statement? (1 = Strongly disagree, 5 = Strongly agree)

  • Strongly disagree
  • Disagree
  • Indifferent
  • Agree
  • Strongly agree
Using products with clear Burberry logo makes me feel more confident and recognises my social status. 
Using products that are clearly Burberry style even without the logo on them makes me feel more confident and more aware of my social status.
I think buying Burberry gives me the same social identity as other luxury brands like Prada or Balenciaga.
If Burberry launches limited edition products with their favorite designers or IP I will be more inclined to buy Burberry.
If Burberry has a product that many fashion icons are wearing, I would like to buy it more.
If there are many popular products in Burberry, I will want to know more about the Burberry brand.
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