Abstract
Managers require knowledge of the main dimensions of luxury in order to focus their efforts and so acquisition of such knowledge is important and it has been a popular subject for research. Studies in luxury brand consumption have burgeoned in recent years, with branding practitioners and academics keen to explore this US$ 180 billion industry. The aim of this study was to investigate the impact of perceived brand value on purchase intention. Data were collected with questionnaire instruments. Model was developed and tested with structural equation model (SEM) using data collected from 285 Apple iPhone mobile users in Iran. The results show that functional value, symbolic value and social value has a positive impact on purchase intention. And also results show that symbolic value has greater impact than functional and social values.
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