Purchase Intention toward Luxury Brands among Young Adult Consumers from Social Comparison Perspective

Hyo Jin Eom, Yoo-Kyoung Seock, Patricia Hunt-Hurst

Abstract


To unveil the underlying processes that influence purchase intention toward luxury brands, the domain of interest in the current study pertains to consumers’ social comparisons among young adult consumers. Drawn from the social comparison theory, this study investigated whether or not the social comparisons have impacts on brand consciousness and purchase intention toward luxury fashion brands. Using 268 college-aged consumer samples, the conceptual model was tested with structural equation modeling. The overall finding is that the young female adult consumers’ brand consciousness has a significant relationship with comparison to different references, indicating that they tend to conform with the views of significant others when consuming luxury brands. The results are discussed in the light of the implications for luxury brands and the current analysis of young adult consumers’ consumption behavior toward luxury brands as it pertains to consumer psychology would give further insights for luxury brand managers and communicators.

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