Abstract:

While research has been conducted on the global phenomena of luxury brand acquisition, few studies have investigated the fundamental linkages impacting its purchase intentions. The purpose of this study is to examine the relative contributions of societal influence and the vanity trait and situate these interactions within a broader theoretical framework of ownership and consumer identity literature. This study adds academic support to the idea that vanity affects luxury brand purchase intention, casting doubt on both theoretical and administrative understandings of luxury brand consumption. As a result, the importance of semantic meaning in contemporary conceptualizations of premium brand value should be reconsidered in light of Indian customers. This study offers new methodological findings that prompt a reconsideration of the elements that impact purchase intention in the luxury brand consumption sector. The research illustrates the significance of social influence, vanity, and social media in the luxury market.

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