| dc.description.abstract | The purpose of this study was to examine customer‘s motivating force towards buying luxury brands which had been lacking previous research. The main objective is to provide the most affecting factor to luxury brands and purchasing motivating forces. The problem is to identify the association between customer and luxury fashion brands to promote their purchasing intention since the decision of making a purchase is built on several aspects that contribute to the overall decision. A total of 346 people who are living in Ho Chi Minh City, participanted in the survey but 312 was the number being picked. Furthermore, the data was conducted to finalize which factors affects customer purchase intention on luxury fashion products.
The final result proves that conformity, uniqueness, social status, entertainment and electronic word of mouth take effect on purchase intention towards luxury brands but not vanity. Among these factors, their influential rank is following by e-WOM, conformity, uniqueness, entertainment, and social status. Then all recommendations would be mentioned to all business for their implement towards customer with the purpose of drawing more potential customers to their luxury fashion products.
Keywords: Purchase intention, Luxury fashion brands, Conformity, Uniqueness, Vanity, Social State, Entertainment, Electronic Word-of-Mouth, e-WOM, Personal value, Social recognition, Social media marketing.
Paper type: Research paper | en_US |
