Brand Engagement on Purchase of Luxury Products
- 11Departmental of Management, Babol Branch, Islamic Azad University, Babol, Iran
- 22Department of Management, Chalous Branch, Islamic Azad University, Chalous, Iran
Res. J. Management Sci., Volume 5, Issue (3), Pages 15-19, March,6 (2016)
With respect to the importance and increasing role of brands in marketing, brand engagement can be regarded as one of the novel debate subjects of the field, and today it has widely attracted marketing intellectuals’ attention. Many institutions have forgotten why they created brands. Therefore, the process of branding is significantly considered to make graphic designers and advertising institutes participate. This practice itself has turned into a goal and have attracted lots of attention. In the he present article, firstly brand engagement is explored and it is explained how the perceptions and mental impressions of customers affect luxury purchase intention. As a result, the present study aims at examining brand engagement as customers’ mental state with regard to the way it influences consumers’ perception of luxury brands.
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