Investigating the Intention of Iranian Consumers to Advocate Luxury Brands: Considering the Role of Purchase Intention and Purchase Commitment

Hossein Norouzi () and Shiva Barzgar ()
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Hossein Norouzi: Associate Professor, Faculty of Management, Kharazmi University, Tehran, Iran
Shiva Barzgar: MSc. Department of Business Management, Faculty of Management, University of Kharazmi, Tehran, Iran

European Journal of Studies in Management and Business, 2025, vol. 36, 16-31

Abstract: Today, the luxury industry in our country continues to grow and accounts for a significant share of our economy. Therefore, in this research, consumers' willingness to advocate for these brands has been examined in relation to the variables of intention and commitment to purchase. The population of this study consists of consumers of the "Armani" and "Boss" brands in Tehran. Three hundred eighty-five people were selected through a multi-stage cluster sampling design. Therefore, based on the objective, the study is an applied work; based on its content, it is a descriptive-survey work. The results of the AMOS-based statistical analysis showed that the variables of personal factors, fashion innovation, fashion involvement, perceived brand value, fashion lifestyle, and social factors have a positive and significant effect on purchase intention. The results also showed that purchase intention has a positive and significant effect on purchase commitment. Finally, the results indicated that purchase commitment has a positive and significant effect on advocacy intentions. Keywords: Luxury Brand; Purchase Intention; Purchase Commitment; Brand Advocacy.

Keywords: Iranian Consumers; Luxury Brands; Purchase Intention; Purchase Commitment; Willingness to Advocate the Brand (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:bco:mbrqaa::v:36:y:2025:p:16-31

DOI: 10.32038/mbrq.2025.36.02

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