The Impact of Lifestyle and Attitude Functions on Luxury Goods on Emotional Attachment Towards Luxury Brands

Thepurposeofthisarticleistoinvestigatetheeffectofindividuals’lifeontheconsumers’emotional attachmenttotheluxuryproducts.Themediationroleofindividuals’attitudeshasbeeninvestigated for therelationshipbetween lifestyleandemotionalattachment.First, therespondentshavebeen dividedintofourcategoriesthatrelatetotheirlifestyle-concerningtheirincomeanddesireforsocial status.Then,theauthorsdealwiththeinvestigationoflifestyleeffectontheemotionalattachment totheluxuryproducts.Theattitudeofdifferentagegroupshasbeeninvestigatedbythemediation roleofthelifestyleandemotionalattachment.Finally,elementshavebeeninvestigatedincluding theaccuraterecognitionofbrandbythearistocraticclass,communicativeandnon-communicative motivesindifferentlifestyles,andtherelationbetweenpriceandbrandprominence.Thefindingsshow thattheindividual’slifestyleinfluencesontheemotionalattachmenttotheluxuryproducts,aswell astheexistingattitudesindifferentagegroupsmediatetherelationbetweenlifestyleandemotional attachmenttotheluxurybrand.Thearistocraticclassaccuratelyrecognisethesignsofluxurybrands. Also,themotivesofcommunicativeandnon-communicativeindividualsareexpressedinavariety ofstyles.Finally,aconnectionbetweenpriceandbrandprominenceisdiscussed. KEywoRdS Emotional Attachment, Individuals Attitude, Lifestyle, Luxury Product, Product Brand