 Modelling the effect of perceived value on customer behaviour with reference to Volkswagen luxury car brand in KeralaBejoy John Thomas, G.S. David Sam Jayakumar and W. Samuel International Journal of Process Management and Benchmarking, 2026, vol. 23, issue 3, 308-323 Abstract: A multitude of marketing variables can exert an influence on the luxury retail sector. The evaluation of consumer value with respect to the luxury automobile brand Volkswagen was the focus of the current inquiry. The objective of this formative research study was to ascertain the impact of Volkswagen's financial value, functional value, and social value on the brand's overall perception and, by extension, the manner in which this perception affected consumer behaviour concerning the Volkswagen brand. This investigation was carried out at the Volkswagen luxury car dealership situated in Calicut. The survey queries were answered by two hundred dependable participants. A wide range of metrics were utilised to evaluate the model's varied concepts. The results indicate that while all perceived values impact the overall perception of a brand, the financial component exerts the most substantial influence. Consequently, the findings of the study empower organisations to tailor their commercial approaches. Keywords: luxury brands; value; brand perception; customer behaviour; cognitive brand strength; CBS; affective brand strength; ABS. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijpmbe:v:23:y:2026:i:3:p:308-323 Access Statistics for this article More articles in International Journal of Process Management and Benchmarking from Inderscience Enterprises Ltd |
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