Linking Luxury Brand Perceived Value, Brand Attachment, and Purchase Intention: The Role of Consumer Vanity

被引:22
作者
Petraviciute, Kristina [1 ]
Seinauskiene, Beata [2 ]
Rutelione, Ausra [2 ]
Krukowski, Krzysztof [3 ]
机构
[1] JSC, Tandemo Sprendimai, K Donelaicio G 60, LT-44248 Kaunas, Lithuania
[2] Kaunas Univ Technol, Sch Econ & Business, LT-44239 Kaunas, Lithuania
[3] Univ Warmia & Mazury, Inst Management & Qual Sci, PL-10719 Olsztyn, Poland
关键词
luxury brand perceived value; brand attachment; purchase intention; consumer vanity; VALUE PERCEPTIONS; ANTECEDENTS; BEHAVIOR; PERSONALITY; UNIQUENESS; INDUSTRY; IMPACT; GOODS; POWER; NEED;
D O I
10.3390/su13126912
中图分类号
X [环境科学、安全科学];
学科分类号
08 ; 0830 ;
摘要
The current study adds to the literature on the indirect effect of luxury brand perceived value on purchase intention via the brand attachment under the boundary conditions of consumer vanity. The authors employed a quantitative method approach, conducting an online survey with 508 respondents in Lithuania. Empirical research analysis reveals that the greater the perceived value of a luxury brand, the greater the consumer purchase intention. The latter is most strongly affected by the luxury brand perceived functional value. The study demonstrates that the greater the luxury brand perceived value among consumers, the greater their brand attachment, which in turn leads to a greater purchase intention. As there is a positive emotional relationship between a luxury brand and the consumer, the consumer's purchase intention is also affected by the luxury brand perceived symbolic value, i.e., the capacity of the brand to communicate the consumer's success, leadership, and power. Consumer vanity was not statistically significant to the nature of the relationship between luxury brand perceived value, brand attachment, and purchase intention. Luxury car marketers may benefit by focusing on the social and symbolic value of luxury car brand value in communication with brand-attached consumers in Lithuania.
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页数:21
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