The social value effect on individual characteristics of Saudi women's purchase intention towards luxury fashion brand

Abstract

This paper aims to examine the effect of social value to individual characteristic (need for uniqueness and attitude toward luxury fashion brands). Other than that, it also aims to examine the effect of social value on the cognitive-affective model (perceived quality and emotional value) through individual characteristic of Saudi women's purchase intention towards luxury fashion brand. The researcher will study on how the individual characteristic affects Saudi women's intention to purchase through cognitive-affective model. The reason to this in depth study of the model is because this model includes the consumers' rational and emotional value (thinking and feeling) [1]. A number of researches combine these variables together in order to understand the factor to purchase intentions in various societies, however, there are also a plenty of study regarding retail development and international brands attractiveness in Saudi Arabia. This present study focuses on the social value and individual characteristic of Saudi consumers about purchasing luxury fashion brands. This study will provide deeper understanding of women consumers' purchase intention of luxury fashion brand in Saudi Arabia. A preliminary study investigated the availability of conceptual model to understand consumer behavior toward luxury fashion brand. This study may provide valuable information and statistical analysis data for the new investors to know how to make investment in Saudi Market, and the existing investors who have already entered Saudi market and plan to move forward, as well as for those who plan to start a business to identify the affective marketing strategy regarding luxury fashion brand.