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

Kristina Petravičiūtė, Beata Šeinauskiené, Aušra Rūtelionė and Krzysztof Krukowski
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Kristina Petravičiūtė: Tandemo Sprendimai, JSC, K. Donelaičio g. 60, 44248 Kaunas, Lithuania
Beata Šeinauskiené: School of Economics and Business, Kaunas University of Technology, 44239 Kaunas, Lithuania
Aušra Rūtelionė: School of Economics and Business, Kaunas University of Technology, 44239 Kaunas, Lithuania
Krzysztof Krukowski: Institute of Management and Quality Sciences, University of Warmia and Mazury in Olsztyn, 10-719 Olsztyn, Poland

Sustainability, 2021, vol. 13, issue 12, 1-21

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.

Keywords: luxury brand perceived value; brand attachment; purchase intention; consumer vanity (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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