The relationship between brand image and purchase intention in luxury brands: a case study of Louis Vuitton

Abstract

The study provides insights into exploring the relationship between brand image, perceived quality, perceived value, and purchase intention about luxury brands. The objective is to examine how brand image impacts on purchase intention of luxury brands employing the case of Louis Vuitton. The study used a questionnaire to collect data from 236 valid participants. The results suggest that brand image positively impacts purchase intention directly. Consumers manifest to be concerned about brand image. Furthermore, the result indicates brand image has an indirect influence of purchase intention considering the perceived quality and perceived value. Regression analysis was conducted to run the data and figure out the result. The outcome may contribute to the luxury brand managers since they can develop appropriate strategies to enhance consumers' purchase intention.