Linking Luxury Brand Perceived Value, Brand Attachment, and Purchase Intention: The Role of Consumer Vanity

The current study adds to the literature on indirect effect of luxury brand perceived value purchase intention via attachment under boundary conditions consumer vanity. authors employed a quantitative method approach, conducting an online survey with 508 respondents in Lithuania. Empirical research analysis reveals that greater brand, intention. latter is most strongly affected by functional value. demonstrates among consumers, their attachment, which turn leads As there positive emotional relationship between and consumer, consumer’s also symbolic value, i.e., capacity communicate success, leadership, power. Consumer vanity was not statistically significant nature Luxury car marketers may benefit focusing social communication brand-attached consumers