This research examines the relationships among consumption values, affective responses, and patronage intention for luxury brands. The study found that the consumption values positively influenced the consumer engagement and the flow, which in turn had a significant impact on the patronage intention, respectively. The affective responses exercised an important role as mediating variables.

ABSTRACT
INTRODUCTION
THEORETICAL BACKGROUND
CONCEPTUAL MODEL AND HYPOTHESES
RESEARCH METHODS AND RESULTS
DISCUSSIONS AND CONCLUSIONS

• Sang-Lin Han(Hanyang University, Seoul, Korea)
• Ki-Hyung Kim(Hanyang University, Seoul, Korea)
• Junyean Moon(Hanyang University, ERICA, Korea)