Özet:

In today's conditions where competition is increasing, businesses try to pay more attention to consumer behavior. With the increase in the share of the luxury brand market in recent years, with the effect of developing technology and social media, it is important for marketing practitioners to investigate the luxury brand perception and vanity traitment of consumers. Consumption of luxury products is increasing, especially as consumers use the products they purchase for vanity. In this study, the moderator role of vanity traitment in the effect of luxury brand perception on purchase intention was investigated. The research was conducted for consumers over the age of 18 who have the ability to shop, and the consumers participating in the research were reached via social media (WhatsApp, Facebook, Telegram) with a questionnaire created in Google forms. With this study, the survey method was applied to 664 people. In addition, SPSS and AMOS programs were used for analysis. Confirmatory factor analysis, inter-scale correlation analysis, structural equation analysis and regression analysis were performed for the research. As a result, it was seen that luxury brand perception did not have a significant effect on purchase intention and vanity traitment did not have a significant effect on purchase intention, but vanity traitment had a moderating role in the effect of luxury brand perception on purchase intention.

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