Abstract
Luxury fashion brands have significantly expanded their market globally in response to the rising wealth as well as in response to the growing middle class in Asian and Middle Eastern countries that have expressed an increasing desire for luxury goods (Kapferer 2012). Thorstein Veblen (1899) explained that luxury goods consumption is, by nature, conspicuous consumption. In addition, rarity and exclusiveness as attributes of luxury goods may trigger different shopping motivations (Tsai et al. 2013). Given the unique nature of luxury goods and their importance in the global market, investigating the underlying factors that influence purchase intention for luxury fashion brands is important for luxury fashion brand managers and communicators. Thus, this study aims to investigate relationships between social comparisons and purchase intentions toward luxury fashion brands from a social comparison theoretical perspective among young female consumers in the USA.
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