This research examined the factors that influence consumers' purchase intention behind acquiring luxury fashion brand. The study adapted the priori established scale of brand luxury index [BLI] from the literature and tested whether these dimensions result in purchase evaluation for both male and female consumers on equal grounds. Very limited research has been conducted on the role of gender differences in consumer behaviour in spite of the fact that it is a vital topic. Data was collected from Indian consumers (n =109) and respondents were enquired about their favourite luxury brand in the category of watches, bags, perfumes, sunglasses, belts, tops, shirts, jeans, dresses, and footwear; while examining the dimensions such as perceived hedonism, self-image, quality, uniqueness, and conspicuousness. Hypotheses were tested using one-way ANOVA. The findings from this exploratory research revealed that perceived self-image facet is significantly different for both male and female consumers, thus indicating the vital managerial inference towards the adaption of appropriate brand positioning and marketing communication strategy. The study on the application of brand luxury index for fashion product category keeping in consideration gender differences is a new idea. Moreover, Indian consumer using luxury products is sparsely addressed in the existing literature, thereby providing motivation for this study.
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