The Factors Affecting Luxury Brand Purchase Intention in Terms of Rational and Emotional Impact in Qatar

• Main Author: Mudallala Muhammed MOUSA
• Format: Article
• Language: English
• Published: Isarder 2019-09-01
• Series: İşletme Araştırmaları Dergisi
• Subjects: luxury'brands purchase'intention emotional'effect rational'effect
• Online Access: http://isarder.org/2019/vol.11_issue.3_article62_abstract.pdf
• ISSN: 1309-0712; 1309-0712

Purpose(– The'study'aimed'to'understand'the'factors'that'influence'consuming'international'luxury' brands'in'Qatar'with' considering' 3' factors' of' the'independent' variables' are' affected' by'emotional' decision' based' to' purchase' luxury' brands' (The' Need' of' Uniqueness,' Hedonism,' and' Conspicuousness)' and' 2' other' factors' are' affected' by' rational' decision' based' (' Quality' and' Materialism).'For that,'the'research'is'a'causal'study.' Design/methodology/approach( – The' research' was' a' quantitative method' based.' 251' questioners' were'collected.'The'study'conducted'exploratory'factor'analysis'for'the'need'for'uniqueness'due'to' the' 3' different' subIdimensions' that' it' has,' confirmatory' factor' analysis' for' all' of' the' variables' to' measure' the' validity' and' reliability' of' the' model' and' multiple' regression' analysis' to' test' the' hypothesis.' Findings(– The'research'findings'indicate that'the'need'for'uniqueness'(Avoidance'of'Similarity'and' Creative' Choice)' have' a' significant' impact on' consuming' luxury' brands,' while' the' third' subI dimension,' the' unpopular choice' wasn’t' tested' due' to' analyzing' the' issue.' ' As' well,' hedonism,' conspicuousness,' and quality' presented' the' same' result.' However,' materialism' didn’t' show' a' statistically significant'impact on'consumer'purchase'intention'of'buying'luxury'brands.' Discussion( – The' study' can' be' beneficial' for'marketerrs' to' understand' the' consumer'intention' to' have'luxury'brands'goods'and'increase' their'sales.'The'study'as'well'contributes to'luxury'brands' literature'to'give'new insight'into what'affect'consumer’s'buying'intention'of'luxury'brands'in.'As' this'new'phenomenon has'speared'among'the'country'and'the'studies'are'still'limited'to it.'''