The Impact of Expected Values from a Luxury Brand on Consumer Behavioral Consequences

By increasing the demand for luxury products, luxury brand owners are looking for satisfying the growing number of people who are enthusiastic about luxury brands, in a way that does not violate the uniqueness and rarity of luxury products law. It is necessary for marketers and luxury brand owners to understand which values are important for their target market. The purpose of this research is to identify the complexities of luxury values and assess their impact on perceived individual values and attitude and finally their impact on consumer's behavioural outcomes. The study is applied in terms of purpose and descriptive and survey type in terms of data collection and method. The statistical population of this research is the customers of the Hacoupian brand in Tehran who have bought from this store at least once. A total of 384 questionnaires were gathered from this statistical society. Finally, the hypothesis of the research was studied by using structural equation modelling and LISREL software and SPSS. The results of the research showed that expected values from a luxury brand ​​that are composed of various dimensions, have a positive and significant effect on individual perceived value of luxury brand. Also, perceived individual value of luxury brand affects attitude and these two have positive effect on recommendation behaviour and willingness to pay more.