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

Abstract

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.

The effects of perceived luxury value on customer engagement and purchase intention in live streaming shopping

“…This article found that the perceived luxury values have significant positive impact on purchase intention in the context of live streaming luxury shopping, which has rarely received attention in previous literature. Therefore, this research theoretically contributes to both literature on perceived luxury values (Park et al , 2021; Petraviciute et al , 2021) and live streaming shopping (Park and Lin, 2020).…”

“…The result is similar to previous studies conducted in different context. For instance, Petraviciute et al (2021) explored consumers' luxury purchase intentions in offline context and found that the greater the perceived value (functional value, experiential value and symbolic value) of a luxury brand, the greater the consumer purchase intention. Park and Lin (2020) studied consumers' purchase intentions in live streaming shopping and found that Wanghong-product fit can influence purchase intentions.…”

“…From a theoretical standpoint, previous literature examined the impact of perceived luxury value on purchase intention (Petraviciute et al , 2021; Arli et al. , 2020; Lee and Youn, 2021; Kim et al.…”

“…From a theoretical standpoint, previous literature examined the impact of perceived luxury value on purchase intention (Petraviciute et al, 2021;Arli et al, 2020;Lee and Youn, 2021;Kim et al, 2020), yet the research was not conducted in live streaming environment. Some literature studied what perceived values will influence online luxury purchase intentions (Jain, 2021;Rao and Ko, 2021), yet the research was not focused on perceived luxury values, but perceived Internet values (usefulness, ease of use, enjoyment and entertainment).…”

To Buy or Not to Buy? A Research on the Relationship Between Traceable Food Extrinsic Cues and Consumers’ Purchase Intention

“… Sweeney et al (1999) have proposed that PV can build positive word-of-mouth effects and increase purchase intentions. Petraviiūt et al (2021) have proposed that PV has positive effect on purchase intention of luxury brand. Therefore, the following hypotheses were proposed:…”