The Impact of Value Perception on Luxury Brand Consumption

Abstract

The purpose of this paper is to explore the impact of consumers’ perceived value on luxury brand consumption by discussing each variable and the relationship between them through a comprehensive analysis of the previous literature and collecting primary data through the use of self-administered surveys, comprising of questions related to consumption, value perception, personal attitudes and demographics in order to determine whether the relationship between both variables is a positive or negative one. The findings suggested that there is indeed a positive, although not significant relationship between both variables, partially due to the study’s limitations, which included a small sample size, ultimately making it difficult to generalize results on the population.