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What Influences the Repurchase Intention for Luxury Brands?-The Relative Impacts of Luxury Value Dimensions

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  • Alev Kocak Alan
  • Inci Dursun
  • Ebru Tumer Kabadayi
  • Kenan Aydin
  • Fikret Anlagan

Abstract

This paper investigates the main antecedents of repurchase intention for luxury brands. In addition to the traditional understanding of repurchase by trust and satisfaction this study specifically focuses on the relative and indirect impacts of luxury value drivers. Four different facets of luxury value (i.e. social value, individual value, financial value and functional value) were proposed to influence repurchase intention through encouraging brand trust and brand satisfaction. The researchers administer a survey to 500 undergraduate students in consideration of the luxury product -sunglasses- which they bought recently. Data analysis was performed using structural equation modeling. Results confirmed some of indirect encouraging effects of luxury value dimensions on repurchase intention. Functional and financial facets of luxury value were found to be essential for consumer satisfaction while individual value provided by a luxury brand was the main driver for consumer trust. Results, managerial implications and future research directions are discussed.

Suggested Citation

  • Alev Kocak Alan & Inci Dursun & Ebru Tumer Kabadayi & Kenan Aydin & Fikret Anlagan, 2016. "What Influences the Repurchase Intention for Luxury Brands?-The Relative Impacts of Luxury Value Dimensions," International Business Research, Canadian Center of Science and Education, vol. 9(5), pages 11-24, May.
    • Handle: RePEc:ibn:ibrjnl:v:9:y:2016:i:5:p:11-24
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    References listed on IDEAS

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    Cited by:

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    2. Stathopoulou, Anastasia & Balabanis, George, 2019. "The effect of cultural value orientation on consumers' perceptions of luxury value and proclivity for luxury consumption," Journal of Business Research, Elsevier, vol. 102(C), pages 298-312.
    3. Siti Nor Bayaah Ahmad* & Azizah Omar & Nabila Mohd Nadzri, 2018. "Perceived Values and Personal Values: Which One Explains the Consumer’s Repurchase Intention of Eco-Friendly Home Appliances Product?," The Journal of Social Sciences Research, Academic Research Publishing Group, pages 734-742:2.
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    5. Zhang, Lini & Zhao, Haidong, 2019. "Personal value vs. luxury value: What are Chinese luxury consumers shopping for when buying luxury fashion goods?," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 62-71.

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    More about this item

    Keywords

    luxury value; brand satisfaction; brand trust; repurchase intention;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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