The Effect of Brand Image on Conspicuous Consumption: Considering Mediator Role of Purchase Values, Purchase Intention and Moderator Role of Gender (A Study of Novin Charm Company)

Luxury goods buying behavior can be observed among almost all of the social classes but may have different motivational basis. So, it is important to examine the consumer motivations which stem from their expected purchase values. Therefore, this article intends to study the effect of brand image on luxury goods buying intention and the emergence of conspicuous consumption as one of the common patterns of the consumption of luxury goods through purchasing values ​​including uniqueness value, social status value and hedonic value as mediator variables and gender as moderator variable. The data collected from 345 customers of different branches of Novin Leather brand in Tehran. Random cluster sampling and in the form of structural equations modeling, SPSS and Smart PLS software were used for analyzing the data. The results show that among the purchase values, the value of the social status does not affect the intention to buy, the gender does not affect the relationship between the purchase values ​​and the purchase intention, and the purchase intention has a positive and significant effect on the conspicuous consumption.