Abstract A luxury brand strongly differentiates itself from the universe of classic consumption goods, resulting in a different way of communication than just “making sales”. A basic idea starts from making people dream and aspire. In luxury one applies the communication strategy in order to create a dream and to recharge a brand’s value, not just in order to sell (Kapferer and Bastien, 2009). Through previous researches in the past, scholars have identified a number of concepts which influence consumer’s purchase intention, perceived values and attitudes towards luxury brands.Those findings contribute to understanding in general about individuals’ motives and pattern of luxury consumption. Whereas, most of the studies were conducted in developed nations regardless of emerging markets like China. (Wiedmann et al., 2007; Wang et al., 2010, 2011). The luxury and fashion brands are focusing on the penetration in the emerging markets and are creating a large consumer base with dependence on communication stra...