Developing a Model of Consumer Behavior in Purchasing Luxury Brands Considering the Role of Brand Equity and Brand Identity with a Qualitative Approach

Abstract

Objective: The aim of this study is to develop a model of consumer behavior in purchasing luxury brands, considering the role of brand equity and brand identity.   Methodology: The statistical population of this study in this qualitative study includes managers, professors, and experts who have made significant academic or practical contributions in the fields of consumer behavior and marketing. In this phase, 19 experts participated in interviews, forming the sample for this section. The data collection tools in the qualitative phase were semi-structured interviews and interview protocols. In the quantitative phase, the statistical population included customers who had the experience of purchasing luxury brands in shopping malls and centers, with data collected using a questionnaire.   Findings: The study categorized the qualitative findings and coding into six components: causal conditions (reducing marketing costs, commercial leveraging, attracting new customers, creating appealing advertisements), contextual conditions (brand personality, brand name, brand interest, uniqueness), central phenomenon (brand influence, recall and recognition, efficiency, social image, value, trust), strategy (brand meaning, brand evaluation, brand attitude, brand knowledge, brand recognition), intervening conditions (functional usability of the product, symbolic usability of the product, functional usability of the brand), and outcomes (brand image, brand awareness, company awareness, advertising awareness, loyalty, and quality). The qualitative phase also evaluated the proposed paradigm model.   Conclusion: The proposed model emphasizes causal, contextual, strategic, and intervening factors, providing key insights into consumer behavior and enhancing marketing strategies for luxury brands.