A new era for luxury brands is emerging, in which the prevailing motivations need to be reexamined. Considering that advertisements are frequently based on the motivations that the luxury brand aims to satisfy, this research sets out to fill this gap in the literature. Through a quasi-experiment, this study examines how a series of personal characteristics affect the relationship between advertised values and Aad, Ab and PI. Preliminary findings are reported and suggestions for further research are presented as well. Indicative implications and limitations are also noted.

ABSTRACT
INTRODUCTION
LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT
METHODOLOGY
RESULTS
DISCUSSION, IMPLICATIONS, LIMITATIONS AND FUTURE RESEARCH
INDICATIVE REFERENCES

• Anastasios Panopoulos(University of Macedonia, Greece)
• Eirini Koronaki Eirini(University of Western Macedonia, Greece)
• Antigone Kyrousi(The American College of Greece, Greece)
• Athina Zotou(Cyprus University of Technology, Greece)