Exploring Drivers of Luxury Brand Buying Behavior : an Empirical Study

Abstract

The motivations that drive customers towards purchasing luxury brands have complex psychological underpinnings that warrant careful examination. This research paper examines the effect of brand image (BdI), brand trust (BdT) and brand affect (BdA) on luxury brand buying behavior with an aim to understand consumer motivations towards luxury brands. A structured questionnaire consisting of validated scales for the said constructs was administered to a sample of 390 consumers outside luxury brand stores within the Punjab province of Pakistan. For the data analysis, Partial Least Squares structural equation modeling (PLS-SEM) was used. We assessed the three correlations revealing significant relationships between the constructs. The empirical study makes an important contribution to the luxury brand management literature along with providing productive implications to academicians and experts.