Repurchase Intention of Luxury Brands: An Empirical Analysis

Luxury products are associated with status and prestige among others. The demand for luxury product is on the rise worldwide. Previous studies related to repurchase intention of luxury products, however, are limited. This motivated for the current study which focuses on identifying the factors influencing repurchase intention of luxury products. Luxury products are closely related to values, thus social value, emotional value and economic values in addition to customer satisfaction are tested on their influence with repurchase intention. The sample size is around 205 and they are chosen based on convenience sampling method. The data collection is done using online questionnaire. Multiple regression analysis is used to test the data that has been collected. It is found that all variables which are social value, emotional value, economic value and customer satisfaction are found to influence repurchase intention with customer satisfaction being the strongest predictor.  The study contributed theoretically by supporting the Value Adoption Model and Expectation Confirmation theory. Practically, it provided insight for marketers to strategize their marketing based on values that are critical to customers in addition to aspects of customer satisfaction.