International E-publication: Publish Projects, Dissertation, Theses, Books, Souvenir, Conference Proceeding with ISBN.  International E-Bulletin: Information/News regarding: Academics and Research

Brand Engagement on Purchase of Luxury Products

Author Affiliations

  • 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.


  1. Hanzaee K., Taghipourian M.J. (2012)., The Effects of Brand Credibility and Prestige on Consumers Purchase Intention In Low And High Product Involvement., J. Basic. Appl. Sci. Res., 2, 1281-1291.
  2. Kapferer J., (2012)., The New Strategic Brand Management: Advanced Insights and Strategic Thinking., Kogan Page, The United States.
  3. Benedikt J., Werner Kunz and Anton Meye (2012)., The Role of Social Media for Luxury-Brands – Motives for Consumer Engagement and Opportunities for Businesses., Seite, 13, 08-42.
  4. Sekora J. Luxury (1977)., The Concept in Thought – Eden to Smollet., Baltimore: The Johns Hopkins University Press.
  5. Kapferer J.N. (1977)., Managing Luxury Brands., Journal of Brand Management, 4, 251-260.
  6. Dubois B and Paternault C. (1995)., Observations: Understanding The World of International Luxury Brands: The Dream Formula., Journal of Advertising Research, 35, 69.
  7. Vigneron F. and Johnson L.W. (1999)., A Review And Conceptual Framework of Prestige Seeking Consumer Behavior., Academy of Marketing Science Review, 23, 1-15.
  8. Nueno J.L. and Quelch J.L. (1988)., The Mass Marketing of Luxury,, Business Horizons, 61-68.
  9. Brodie R.J., Linda D. Hollebeek and Biljana Juric (2011)., Ana Ilic. Customer Engagement: Conceptual Domain, Fundamental Propositions & Implications for Research in Service Marketing,, Journal of Service Research, 14(3), 252-71.
  10. Vivek S. (2012)., Sharon E. Beatty and Robert Morgan. Customer Engagement: Exploring Customer Relationships Beyond Purchase., Journal of Marketing Theory & Practice, 20, 122-46.
  11. Van Doorn J., Lemon K., Mittal V., Nass S., Pick D. and Pirner P. (2010)., Customer Engagement Behavior: Theoretical Foundations And Research Directions,, Journal of Service Research, 13, 235-266.
  12. Schaufeli W.B., Martinez I.M., Pinto A.M., Salanova M. and Bakker A.B. (2002)., Burnout and Engagement in University Students: A Cross-National Study,, J. Cross-Cult. Psychol. 2002, 33, 464-481.
  13. Creamer M. (2011)., Arf Reveals Working Definition of Engagement in Moving from Buzzword to Industry Standard, It’s A Start., Advertise Age. 2011. Available At: (Http://Adage.Com/Article/Media/Arf-Reveals-Eorking-Deinition-Engagement/107946/) (Accessed
  14. Sullivan E.A. (2009)., Engage Your Target: Customer Engegement With Your Brand Just Might Be The Proof of Roi You’re Looking For., Mark. News, 43, 20.
  15. Evan Forbes J. (2003)., Measuring Consumer Perceptions of Credibility, Engagement, Interactivity and Brand Metrics of Social Network Sites., B.A. Thesis. Louisiana State University.
  16. Dwivedi A. (2015)., A Higher-Order Model of Consumer Brand Engagement and Its Impact on Loyalty Intentions., Journal of Retailing and Consumer Services, 24, 100–109.
  17. Aaker J.L. (1999)., The Malleable Self: The Role of Self-Expression In Persuasion., Journal of Marketing Research, 36, 45-57.
  18. Kastanakis M.N. and Balabanis G. (2012)., Between The Mass and The Class: Antecedents of The ‘Bandwagon’ Luxury Consumption Behaviour., Journal of Business Reasearch, 65, 1399-1407.
  19. Mccracken G. (1986)., Culture and Consumption, A Theorical Accunt of The Structure And Movement of Culttural Meaning of Consumer Goods., Journal of Consumer Research, 13, 71-84.
  20. Park J.K. and John D.R. (2010)., Got To Get You Into My Life: Do Brand Personalties Rub Off On Consumers?., Journal of Consumer Research, 37, 655-669.
  21. Liu F., Jianyao Li, Dick Mizerski and Soh H. (2012)., Self-Congruity, Brand Attitude, And Brand Loyalty: A Study On Luxury Brands., Europen Journal of Marketing, 46(7/8), 922-937.
  22. Leibenstein H. (1950)., Bandwagon, Snob and Veblen Effects in the Theory of Consumers, The Quarterly Journal of Economics, 64(2), 183-207.
  23. Farooqi R. and Shadma D. (2015)., The Art of Branded Luxury – Indian Consumers Buying., Jamia Millia Islamia, 11, 43-56.
  24. Hollebeek L., Mark S. Glynn and Roderick J. Brodie (2014)., Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation., Journal of Interactive Marketing, 28(2), 149-165.
  25. Goldsmith R., Leisa R. Flynn and Ronald A. Clark (2011)., Materialism and Brand Engagement as Shopping Motivations., Journal of Retailing and Consumer Services, 18(4), 278–284.
  26. Wirtz J., Chew P. and Lovelock C. (2012)., Essentials of Services Marketing., 2nd Ed.; Pearson Education, Britain.