Conceptualizing a new model for luxury brand purchase intention in an emerging country setting

Abstract

Most of the research on luxury brands has been conducted across rich Western countries. The resulting models may reflect socio-economic and cultural attributes of these countries that do not exist elsewhere. This paper proposes a model suitable for emerging countries that are asserting themselves on the global stage thanks to globalization. This proposed model will be used to pursue a comprehensive scholary study across Sri Lanka. The main attributes of studies in luxury consumption research include consumers’ attitude, identity, personality, mindset, values, social influence, and financial power. Our proposed model combines these attributes along with personal cultural orientation. The exogenous factors of this model are Self-identity, Experiential Value, Consumption Value, Individual Difference, Social Influence, Consumption Type. The endogenous factors are Brand Consciousness, Brand Love, and Attitude Toward Luxury.