The Factors Affecting Luxury Brand Purchase Intention in Terms of Rational and Emotional Impact in Qatar
The Factors Affecting Luxury Brand Purchase Intention in Terms of Rational and Emotional Impact in Qatar

Summary/Abstract: Purpose – The study aimed to understand the factors that influence consuming international luxury brands in Qatar with considering 3 factors of the independent variables are affected by emotional decision based to purchase luxury brands (The Need of Uniqueness, Hedonism, and Conspicuousness) and 2 other factors are affected by rational decision based ( Quality and Materialism). For that, the research is a causal study. Design/methodology/approach – The research was a quantitative method based. 251 questioners were collected. The study conducted exploratory factor analysis for the need for uniqueness due to the 3 different sub-dimensions that it has, confirmatory factor analysis for all of the variables to measure the validity and reliability of the model and multiple regression analysis to test the hypothesis.

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