| Abstract [eng] |
Subject of the project – links among luxury brand perceived value, brand attachment, purchase intention and consumer vanity. Objective of the project – to provide a theoretical foundation and to empirically verify the effect of luxury brand perceived value on brand attachment and purchase intention, in the context of consumer vanity. Tasks of the project: 1. to provide a foundation for research problems of the effect of luxury brand perceived value on brand attachment and on purchase intention, in the context of consumer vanity; 2. having examined the conceptual essence of luxury brand perceived value, to identify and define its dimensions; 3. to perform a theoretical analysis of brand attachment and consumers' purchase intention; 4. to discover the role of consumer vanity on the character of the relationship between luxury brand perceived value and purchase intention; 5. to provide a foundation for a conceptual model of the effect of luxury brand perceived value on brand attachment and on purchase intention, in the context of consumer vanity; 6. to prepare a research methodology of the effect of luxury brand perceived value on brand attachment and on purchase intention, in the context of consumer vanity; 7. to empirically verify the links among luxury brand perceived value, brand attachment, purchase intention and consumer vanity in the case of luxury automobiles; 8. to present the practical implications and directions for further research of the effect of luxury brand perceived value on brand attachment and on purchase intention, in the context of consumer vanity. |
