Antecedents to Consumer Intention to Buy Luxury Brands

This study investigates the roles of consumer perceptions, social influence and traits of vanity on consumer intention to buy luxury brands. A total of 200 valid questionnaires were collected and analyzed. The findings indicated that all the antecedent variables significantly influenced consumer buying intention. Consumers’ intention to buy luxury goods is not only affected by people perceptions, but also the social influence and vanity traits. Rather than served as a moderator, vanity is found to have only direct impact on consumer’s buying intention. The findings contributed to better understanding of the luxury brand consumer behavior as well as in guiding luxury marketers to plan and implement for their luxury brand marketing.