LAUSR

ABSTRACT The purpose of this article was to examine how brand attitude and perceived value affect purchase intention toward global luxury brands. Drawing from the consumer behavior literature, we hypothesize and test the relationship between brand attitude, perceived value, and purchase intention. A structural equation model test with likelihood estimation was performed to test the relationship among the research variables. The empirical results from the structural model suggest that brand attitude positively influenced perceived value and its three dimensions (social value, personal value, and functional value). Furthermore, perceived values were direct antecedents of purchase intention. In this research, an integrated model of brand attitude, perceived value, and purchase intention was tested in the luxury industry in Iran. The combination of a developing country context and the significance of brand attitudes enhance the contextual contribution of the article.