Exploring drivers of luxury brand buying behavior : An empirical study

Kashifa Akbar, Minhas Mahsud, Farkhanda Afzal, Murat Cancan, Iqra Riaz

Research output: Contribution to journalArticlepeer-review


The motivations that drive customers towards purchasing luxury brands have complex psychological underpinnings that warrant careful examination. This research paper examines the effect of brand image (BdI), brand trust (BdT) and brand affect (BdA) on luxury brand buying behavior with an aim to understand consumer motivations towards luxury brands. A structured questionnaire consisting of validated scales for the said constructs was administered to a sample of 390 consumers outside luxury brand stores within the Punjab province of Pakistan. For the data analysis, Partial Least Squares structural equation modeling (PLS-SEM) was used. We assessed the three correlations revealing significant relationships between the constructs. The empirical study makes an important contribution to the luxury brand management literature along with providing productive implications to academicians and experts.
Original languageEnglish
Pages (from-to)715-727
Number of pages13
JournalJournal of Statistics and Management Systems
Issue number4
Early online date11 Nov 2020
Publication statusPublished (in print/issue) - 19 May 2021


  • Luxury brands
  • Buying behavior
  • Empirical findings
  • Structure equation modeling


Dive into the research topics of 'Exploring drivers of luxury brand buying behavior : An empirical study'. Together they form a unique fingerprint.

Cite this