Özet:
Even though many studies have undertaken the Luxury brands issue, still researchers find difficulty to identify the meaning of luxury and its brands. However, in an attempt to understand the consumer motivations behind consuming the luxury brands, several works have been conducted. With all those studies, there is still a lack of interpreting what trigger the interest of luxury brands. Nevertheless, this study continues what the researchers have established in the luxury brands field. This work meant to investigate the motivations of luxury brands consuming in Qatar in terms of rational and emotional effects. The research studied the effect of 5 dimensions (independent variables) which are the need for uniqueness, hedonism, and conspicuousness (emotional effect) and the other 2 are quality and materialism (rational effect) on the consumer purchase intention of luxury brands (dependent variable). The instrument was used in the study to collect the data is questionnaire sent via online. 251 questionnaires have been collected using convenient sampling method. To test the relations between the independent variables and the dependent variable, multiple regression analysis was used. The finding showed that 4 of the dimensions have a positive and significant effect on consumer purchase intention of luxury brands, the need for uniqueness, hedonism, conspicuousness, and quality. While materialism didn’t show a statistically significant impact on purchase intention of the luxury brands. This research is an attempt to provide a deep insight into the motivations that affect the consumption of luxury brands in Qatar.
