Identifying the Factors Influencing Consumer Behavior in Purchasing Luxury Brands: A Mixed-Methods Research Approach

Abstract

Consumer behavior refers to a set of activities, decision-making processes, and emotions that shape the purchasing and consumption of goods and services. In today's world, luxury brands are recognized as symbols of status and quality of life, and their selection and purchase are influenced by multiple factors. Therefore, the objective of this study is to present a model of consumer behavior in purchasing luxury brands by considering the role of brand equity and brand identity using a mixed-methods approach. The statistical population of this study in the qualitative section includes managers, professors, and experts who have made significant scientific or practical contributions in the field of consumer behavior and marketing. In the qualitative phase, twelve experts participated in interviews, forming the sample for this section. The data collection tools in the qualitative phase consisted of semi-structured interviews and interview protocols, while in the quantitative section, the statistical population comprised customers who had experience purchasing luxury brands in shopping centers and malls. In this phase, the researcher used a questionnaire as the data collection tool. The researcher categorized the results of the qualitative research and coding process into six components: causal conditions (reducing marketing costs, leveraging commercial power, attracting new customers, creating engaging advertisements), contextual conditions (brand personality, brand name, brand attachment, uniqueness), central phenomena (brand influence, recall and recognition, efficiency, social image, value, trustworthiness), strategies (brand meaning, brand evaluation, brand attitude, brand knowledge, brand awareness), intervening conditions (functional applicability of the product, symbolic applicability of the product, functional applicability of the brand), and outcomes (brand image, brand awareness, corporate awareness, advertisement awareness, loyalty, and quality). In the quantitative section, the proposed paradigmatic model was evaluated. Findings from the questionnaire indicated that all identified factors in the qualitative section significantly impact the researcher’s proposed model. Consumer behavior in selecting and purchasing luxury brands is influenced by multiple factors. Understanding these factors can help brands design more effective marketing strategies and establish better connections with their customers. Additionally, consumers, by being aware of these factors, can make better decisions when purchasing luxury brands.