| dc.description.abstract | Luxury products is something that desirable and more than an ordinary and necessity. These things tend to make life more pleasant for the consumer. Over the past few years, brand consciousness among the Vietnamese society, especially the younger generation has been in the raising trend. This research explored the relationship between key factors of Subjective Norms, Perceived Behavioral Control , Attitude Toward Behavior, Trait of vanity and social comparison, and fashion innovativeness and customers’ attitude towards purchasing loud or quiet luxury brands in the context of Ho Chi Minh City, Vietnam, besides, examined the effect of customers’ attitude on purchase intention of loud or quiet luxury brands. The survey was conducted in Ho Chi Minh City, Vietnam and there were 451 respondents taking part in the survey. The results of data analysis indicated that brand consciousness, reference group, social media, self- actualization, luxury good knowledge and trait of vanity affect strongly on attitude towards purchasing loud or quiet luxury brands among Ho Chi Minh City customers. In addition, there was a positive relationship between Ho Chi Minh City customers’ attitude towards buying loud or quiet luxury brands and their purchase intention of loud or quiet luxury brands. The findings of the research also suggested that the customers who want to make an impression on others buy loud luxury brands and follow new trends while the shoppers feel a sense of achievement and have finer possessions in life prefer to buy the quiet luxury brands. The practical and managerial suggestions for brand manufacturers were discussed, and recommendations for future research were proposed.
Key words: Consumer perception, Theory of planned behavior, Luxury Brands, Luxury market, Luxury products, Purchase intention. | en_US |
