KOREASCHOLAR

FACTORS AFFECTING CONSUMER ATTITUDE AND PURCHASE INTENTION OF LUXURY BRANDS

Jared Lloyd, Isaac Cheah
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/298857
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Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
pp.728-733
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This paper identifies the key antecedents and moderators with regard to brand attitude and purchase intention of luxury brands. The findings suggest that is a strong importance of status seeking, as well as informational influences towards consumer brand attitude of luxury brands for both subtle and prominent brands. In addition, the moderating results indicate that consumer need for subtle branding only moderated the relationship between informational influences and consumers band attitude for subtly branded luxury products.

Keyword
brand attitudepurchase intentionluxury brandsluxury productsfashion industry
Author
  • Jared Lloyd(Curtin University, Australia)
  • Isaac Cheah(Curtin University, Australia)