根據Sproles和Kendal(1986)的說法，品牌意識主要是消費者對一些普通和知名品牌的心理偏好。品牌、質量和價格都是消費者經常感到困惑的概念，這在品牌的定義中很明顯，一些消費者認為品牌就是質量(Husic和Cicic, 2009)。品牌意識是影響時尚和奢侈品牌消費的一個因素，人們認為有一些品質會影響消費者選擇某些品牌的選擇(Solomon, 1983)。這是顯而易見的，在消費者中，他們喜歡炫耀他們所獲得的好品牌。這些消費者最終將支付更高的價格來購買這些產品(Deeter-Schmelz等人，2000)。在美國、歐洲和亞洲，一些著名的時尚和奢侈品牌的消費者也有類似的感受。這些消費者認為，當他們使用一些著名品牌時，他們會展示和提升自己的地位和自我認知，這是因為品牌是群體身份的象征(Johansson et al.， 1994)。在這些國家，個人的穿著決定了他們的尊重和社會地位，因為這反映了個人擁有的財富。Michael Kors品牌的高價格使得他們的產品更吸引一些購買產品的顧客，以展示他們的地位，因為他們認為品牌的聲譽是在昂貴的產品中顯示出來的。這些客戶總是關心信譽，他們總是愿意購買那個品牌，以展示和維護他們的地位。因此，品牌意識是影響名牌購物的一個重要因素，消費者傾向于將自我概念與品牌符號聯系起來。這些類型的消費者主要認為Michael Kors品牌提升了他們的聲望，并且對Michael Kors所生產的產品贊不絕口，這也幫助了其他喜歡與這個品牌有關聯的人建立了自己的愿望。
According to Sproles and Kendal (1986), brand consciousness is the preference mainly psychological that consumers have towards some common and famous brands. Brand, quality, and price are concepts that are frequently being confused by the consumers this is evident in the definition of brand where some consumers feel that brand is all about quality (Husic and Cicic, 2009). Brand consciousness is a factor that influences the consumption of fashion and luxury brands and it is believed that there are qualities which symbolic that influence the choice of consumers to adopt certain brands (Solomon, 1983). This is evident and it is seen in consumers who love to show off the good brands that they had acquired. These consumers will end up paying prices that are higher in order to acquire those items (Deeter-Schmelz et al., 2000). There is a similar perception among the consumers of some of the famous fashion and luxury brand in USA, Europe, and in Asia. These consumers believe that when they are seen using some of the famous brands it depicts and boost their status and self-recognition, this I because a brand name is a symbol of group identity (Johansson et al., 1994). In these countries, what an individual wears determines their esteem and social position since it reflects on the amount of wealth that an individual has. A high price of the Michael Kors brand makes their products to more attractive to some of their some customers who buy products in order to showcase their status since they believe that brand prestige is being shown in items that are expensive. These customers are always concerned about prestige and they are always willing to purchase that brand in order to showcase and uphold their status. This, therefore, makes brand consciousness to be an important factor that influences prestige shopping and there is a tendency among its consumers to connect their self-concepts to the symbols of that brand. These types of consumers mainly believe that Michael Kors brand enhance their prestigious self-image and there has been praise all over concerning the products that are being produced by Michael Kors and this has helped build the desire among other individuals who love to be associated with the brand.