Impact of Brand Origin, Image and Uniqueness on Luxury Purchase Intention: An Empirical Study of Iran’s Luxury Furniture Market

Abstract

The issue of luxury consumption has received a great deal of interest among marketing scholars. However, little is known about how to optimize the market and manage consumer expectations with regard to this specific consumption context. Therefore, this study provides insights into how branding cues and need for uniqueness shape consumer luxury purchase intentions. Empirical data were collected by a questionnaire distributed to luxury furniture stores. The empirical results indicated that brand origin, brand image and need for uniqueness all have a significantly positive effect on consumer luxury purchase intentions. Moreover, brand image and brand origin were found to be a significant moderator between consumer’s need for uniqueness and luxury purchase intentions. The authors explore implications for theory and practice.

Keywords: Brand origin, Brand image, Uniqueness, Luxury