Impact of Susceptibility of Interpersonal Influence, and Vanity Aspects on Luxury Brand Consumption

Abstract

The present study has demonstrated the impact of consumer’s susceptibility of interpersonal influence and vanity aspects on luxury brand consumption. Study was conducted in the northwestern region of India with 650 research participants; quota sampling was used in the process of research. Researchers used SPSS 21.0 to explore reliability, factorability, and correlation among the variables. For analyzing the structural model, AMOS 21.0 was used. Results found that value-expressive influence affects luxury brand consumption more than utilitarian influence, and informational influence is positively related to luxury brand consumption. Results found that luxury brand consumption is associated with achievement aspects of luxury.