Abstract
The significant rise in luxury shopping has recently gained much attention. This paper seeks to better understand the factors involved in luxury consumption. Specifically, a list of 10 luxury fashion-brand restaurants/cafés are identified and used to survey customers’ motivations, perceptions, demographics, and purchase behavior. This study finds that brand equity drivers significantly influence individual’s intention to visit other luxury fashion-brand restaurants/cafés, and purchase products that are associate with the luxury fashion-brand restaurants/cafés where he/she has previously patronized. Female customers show loyalty to luxury fashion brand products and revisit that specific fashion brand restaurants/cafés. These findings enrich and update the existing body of knowledge on luxury-branded restaurants/cafés in relation to customers’ decision making. This study also provides practical implications for luxury fashion-brand F&B owners.
Original language | English |
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Pages (from-to) | 312-325 |
Number of pages | 14 |
Journal | Journal of Global Scholars of Marketing Science: Bridging Asia and the World |
Volume | 33 |
Issue number | 2 |
DOIs | |
State | Published - 2023 |
Keywords
- Luxury fashion-brand
- dining
- food and beverage venture
- hospitality
- luxury consumption