Impact of Perceived Risk on Consumer Purchase Intention towards Luxury Brands in Case of Pandemic: The Moderating Role of Fear

This paper explores the relationship between perceived risk, fear, and consumer purchase intention towards luxury brands in case of COVID-19. An online survey was conducted on 750 consumers Pakistan with a purposive sampling technique. The validity scale connection research model were identified by exploratory factor analysis (EFA). study uncovered how COVID-19 wreaks havoc Pakistan. It found that risk has negative significant effect Moreover, fear negatively moderating As playing dominant role reduction an outbreak, brand's industry needs to prepare some strategies advance control emotions for shopping. Considering uniqueness study, it is based two theories include Psychometric Paradigm Expectancy-Value explains changes during outbreak. Keywords: COVID-19, Perceived Risk, Fear, Consumer Purchase Intention, Luxury Brands.