Luxury car purchase intentions through strategic brand attribute management

• Autorzy: Jaroenwanit Pensri

Identyfikatory

DOI

10.17512/pjms.2025.31.2.09

Warianty tytułu

PL

Intencje zakupu luksusowych samochodów poprzez strategiczne zarządzanie atrybutami marki

• Języki publikacji: EN

Abstrakty

EN

The strategic roles played by brand association, perceived exclusiveness, perceived quality, and brand personality in driving purchase intention in the luxury car segmentation was investigated in this study. It attempts to fill gaps in consumer behavior literature pointing at emerging Asian markets by illuminating perceptions regarding how brand equity influences consumers' decisions in the luxury segment of the Thai automobile market. The broad focus of this research study is to examine the relative importance of these brand constructs against purchase intentions and to investigate their interactions, particularly seeing if brand personality would mediate the relationship. Using a structured questionnaire, the survey method collected data from 350 luxury car owners/buyers in Thailand. Data were subjected to descriptive statistics and multiple regressions. The results indicate that perceived quality and brand personality have positive and significant influences on purchase intentions, while brand associations and perceived uniqueness show lower direct effects with indirect effects into purchase intentions via their impact on brand personality. This places in context the need for managing brand perception in terms of quality and an interesting brand personality that engages and ultimately subscribes consumers to the luxury car market. Market strategists should mainly invest in narratives about their brands and further increase perceived quality. Future studies would do well to carry out cross-national comparisons and longitudinal designs to pick up changing dynamics in brand perception. Hence, this study contributes to the literature on strategic brand management by identifying some contextually specific drivers of consumer choice in the high-involvement luxury automotive sector.

PL

W niniejszym badaniu przeanalizowano strategiczną rolę skojarzeń z marką, postrzeganej ekskluzywności, postrzeganej jakości oraz osobowości marki w kształtowaniu intencji zakupowych w segmencie luksusowych samochodów. Próbuje ono wypełnić luki w literaturze dotyczącej zachowań konsumentów, wskazując na wschodzące rynki azjatyckie poprzez wyjaśnienie postrzegania wpływu wartości marki na decyzje konsumentów w segmencie luksusowym tajskiego rynku motoryzacyjnego. Ogólnym celem niniejszego badania jest zbadanie względnego znaczenia tych konstruktów marki w stosunku do intencji zakupu oraz zbadanie ich interakcji, w szczególności sprawdzenie, czy osobowość marki ma wpływ na tę relację. Za pomocą ustrukturyzowanego kwestionariusza zebrano dane od 350 właścicieli/nabywców samochodów luksusowych w Tajlandii. Dane poddano analizie statystycznej i regresji wielokrotnej. Wyniki wskazują, że postrzegana jakość i osobowość marki mają pozytywny i znaczący wpływ na zamiary zakupowe, podczas gdy skojarzenia z marką i postrzegana wyjątkowość wykazują mniejszy bezpośredni wpływ, ale mają pośredni wpływ na zamiary zakupowe poprzez swój wpływ na osobowość marki. Kontekst ten wskazuje na potrzebę zarządzania postrzeganiem marki pod kątem jakości i interesującej osobowości marki, która angażuje konsumentów i ostatecznie skłania ich do zakupu samochodów luksusowych. Stratedzy rynkowi powinni inwestować głównie w narrację dotyczącą swoich marek i dalej zwiększać postrzeganą jakość. W przyszłych badaniach warto przeprowadzić porównania między krajami i badania longitudinalne, aby uchwycić zmieniającą się dynamikę postrzegania marki. Niniejsze badanie stanowi zatem wkład w literaturę dotyczącą strategicznego zarządzania marką poprzez identyfikację niektórych specyficznych dla kontekstu czynników wpływających na wybory konsumentów w sektorze luksusowych samochodów, charakteryzującym się wysokim zaangażowaniem.

Słowa kluczowe

EN

brand personality; perceived uniqueness; brand association; luxury cars; perceived quality

PL

osobowość marki; postrzegana wyjątkowość; skojarzenia z marką; luksusowe samochody; postrzegana jakość

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2025
• Tom: Vol. 31, No. 2
• Strony: 138--161
• Opis fizyczny: Bibliogr. 43 poz., tab., rys.

Twórcy

autor

Jaroenwanit Pensri

• Faculty of Business Administration and Accounting, Khon Kaen University, Thailand

• https://orcid.org/0000-0003-4552-0934

Bibliografia

• 1.Aaker, J. L., (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347-356.
• 2.Bairrada, C. M., Coelho, A. and Lizanets, V., (2019). The impact of brand personality on consumer behavior: the role of brand love. Journal of Fashion Marketing and Management, 23, 30-47.
• 3.Balabanis, G., Karpova, A., (2022). Cultural antecedents and consequences of luxury brand personalities. European Journal of Marketing, 56, 2423-2454.
• 4.Bartosova, S., Fulajtarova, Z., Musova, Z., Hustava Sipulova, M. and Pajtinkova Bartakova, G., (2025). Consumers' preferences for clothing purchases in the context of the circular economy principles. Economics and Sociology, 18(1), 248-261.
• 5.Berzakova, V., Bartosova, V. and Kicova, E., (2015). Modification of EVA in Value Based Management. Procedia Economics and Finance, 26, 317-324.
• 6.Bhalla, S., Pathak, M., (2023). Demystifying brand love for luxury cars: Testing the moderating impact of emotional stability. Journal of Promotion Management, 29, 873-903.
• 7.Black, Joseph F. Hair Jr. William C. and Anderson, B. J. B. R. E., (2010). Multivariate data analysis. Pearson Education Limited.
• 8.Chen, H.-J., Sun, T.-H., (2014). Clarifying the impact of product scarcity and perceived uniqueness in buyers’ purchase behavior of games of limited-amount version. Asia Pacific Journal of Marketing and Logistics, 26, 232-249.
• 9.Chu, S.-C., Kamal, S. and Kim, Y., (2019). Re-examining of consumers’ responses toward social media advertising and purchase intention toward luxury products from 2013 to 2018: A retrospective commentary. Journal of Global Fashion Marketing, 10, 81-92.
• 10.Coelho, F. J. F., Bairrada, C. M., and de Matos Coelho, A. F., (2020). Functional brand qualities and perceived value: The mediating role of brand experience and brand personality. Psychology and Marketing, 37, 41-55.
• 11.De Silva, S. S., Seeley, E. L., Ongsakul, V. and Ahmed, Z. U., (2020). Conceptualizing a new model for luxury brand purchase intention in an emerging country setting. Journal of Transnational Management, 25, 100-127.
• 12.Dettori, A., Floris, M. and Dessì, C., (2020). Customer-perceived quality, innovation and tradition: some empirical evidence. TQM Journal, 32, 1467-1486.
• 13.Dwivedi, A., Nayeem, T. and Murshed, F., (2018). Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness. Journal of Retailing and Consumer Services, 44, 100-107.
• 14.Fuchs, H. (2024). Developing a measurement tool for behavioral function assessment. Global Journal of Entrepreneurship and Management, 5(1), 9-38.
• 15.Hereźniak, M., Florek, M. and Augustyn, A., (2018). On measuring place brand effectiveness - Between theoretical developments and empirical findings. Economics and Sociology, 11(2), 36-51.
• 16.Ho, S. C.-H., Yeh, Y.-J. Y. and Lin, T. M. Y., (2022). Effects of luxury perceptions on purchase intention of high-tech products. Journal of International Consumer Marketing, 34, 168-183. native
• 17.Iheuwa, G., Badmus, O. and Ogieva, M. O., (2024). Zero trust security model in DevOps for cloud environments. TIJER - International Research Journal. https://www.tijer.org/TIJER2410036
• 18.Jaunky, V. C., Jeetoo, J. and Rampersad, S., (2020). Happiness and consumption in Mauritius: An exploratory study of socio-economic dimensions, basic needs, luxuries and personality traits. Journal of Happiness Studies, 21, 2377-2403.
• 19.Jaroenwanit, P. Sairat, J. Phonlakan, Y. (2025). Factors Influencing Customer Satisfaction and Customer Stickiness in E-Commerce Streaming Platforms. Global Journal of Entrepreneurship and Management, 6(1): 60-70
• 20.Khan, M. M., Memon, Z. and Kumar, S., (2019). Celebrity endorsement and purchase intentions : The role of perceived quality and brand loyalty. Market Forces College of Management Sciences, 14, 99-120.
• 21.Kukreti, R., Yadav, M., (2023). The influence of brand personality on brand love, perceived quality and purchase intention: a study of e-retailing sites. Global Knowledge, Memory and Communication.
• 22.Kwilinski, A., Szczepanska-Woszczyna, K., Lyulyov, O. and Pimonenko, T., (2024). Digital public services: Catalysts for healthcare efficiency. Journal of Open Innovation: Technology, Market, and Complexity, 10(3), 100319.
• 23.McManus, J. F., Carvalho, S. W. and Trifts, V., (2021). The role of brand personality in the formation of consumer affect and self-brand connection. Journal of Product and Brand Management, 31(4), 551-569.
• 24.Meeprom, S., Silanoi, T., (2020). Investigating the perceived quality of a special event and its influence on perceived value and behavioural intentions in a special event in Thailand. International Journal of Event and Festival Management, 11, 337-355.
• 25.Muskat, B., Hörtnagl, T., Prayag, G. and Wagner, S., (2019). Perceived quality, authenticity, and price in tourists’ dining experiences: Testing competing models of satisfaction and behavioral intentions. Journal of Vacation Marketing, 25, 480-498.
• 26.Pavelková, D., Homolka, L., Knápková, A., Kolman, K. and Pham, H., (2018). EVA and key performance indicators: The case of automotive sector in pre-crisis, crisis and post-crisis periods. Economics and Sociology, 18(3), 78-95.
• 27.Polcyn, J., Lyulyov, O., Pimonenko, T. and Vovk, V., (2023). An Attempt at a Simplified Determination of the Brand Value of a University. Forum Scientiae Oeconomia, 11(3), 53-67.
• 28.Ratnasari, R. T., Prajasari, A. C. and Kassim, S., (2023). Does religious knowledge level affect brand association and purchase intention of luxury cars? Case of the Lexus cars in Indonesia. Journal of Islamic Marketing, 14, 988-1006.
• 29.Sharma, P., Pradhan, S. and Srivastava, A., (2021). Understanding the luxury purchase intentions of young consumers: a qualitative analysis. Asia-Pacific Journal of Business Administration, 13, 452-476.
• 30.Shetty, K., Fitzsimmons, J. R., (2022). The effect of brand personality congruence, brand attachment and brand love on loyalty among HENRY’s in the luxury branding sector. Journal of Fashion Marketing and Management: An International Journal, 26, 21-35.
• 31.Silva, J. L. G. da, Costa, T. P. de P. and Castro, F. N., (2024). Tell me what you buy, and I will tell you how you are: Luxurious cars increase perceptions of status, social dominance, and attractiveness. Personality and Individual Differences, 218, 112489.
• 32.Sirivadhanawaravachara, A., (2024). Thailand as world luxury destination. World Journal of Advanced Research and Reviews, 24(2), 1784-1790.
• 33.Souki, G. Q., De Oliveira, R. L. P., Isabella, G. and Silva, J. T. M., (2018). The impact of global perceived quality on the behaviour of automobile’s consumers. Revista Brasileira de Marketing, 17, 444-458.
• 34.Statistics Times, (2024). List of cities in Thailand by population. https://statisticstimes.com/demographics/country/thailand-cities-population.php
• 35.Streimikiene, D., Ahmed, R. R., (2021). The integration of corporate social responsibility and marketing concepts as a business strategy: evidence from SEM-based multivariate and Toda-Yamamoto causality models. Oeconomia Copernicana, 12(1), 125-157.
• 36.Stylidis, K., Hoffenson, S., Rossi, M., Wickman, C., Söderman, M. and Söderberg, R., (2020). Transforming brand core values into perceived quality: a Volvo case study. International Journal of Product Development, 24, 43.
• 37.Taherdoost, H., (2016). Sampling methods in research methodology; How to choose a sampling technique for research. International Journal of Academic Research in Management (IJARM), 5. https://ssrn.com/abstract=3205035
• 38.The Nation., (2025). Thailand poised to become ASEAN's luxury goods hub as wealthy flock to "safe haven". https://www.nationthailand.com/business/economy/40049745
• 39.Us, Y., Pimonenko, T., Lyulyov, O., Chen, Y. and Tambovceva, T., (2022). Promoting Green Brand of University in Social Media: Text Mining and Sentiment Analysis. Virtual Economics, 5(1), 24-42.
• 40.Vahdati, H., Nejad, S. H. M., (2016). Brand personality toward customer purchase intention: The intermediate role of electronic word-of-mouth and brand equity. Asian Academy of Management Journal, 21, 1-26.
• 41.Villagra, N., Monfort, A. and Sánchez Herrera, J., (2021). The mediating role of brand trust in the relationship between brand personality and brand loyalty. Journal of Consumer Behaviour, 20, 1153-1163.
• 42.Wongsunopparat, S., Tapanya, N., (2023). Factors influencing consumer’s driving behavior of most preferred luxury car brand in Bangkok Thailand. Journal of Asian Development, 8(2), 20-39.
• 43.Zhou, F., Yang, Z., Wu, D. and Zheng, Z., (2024). Shifting towards luxury cars: The price and environmental effects of Beijing’s vehicle lottery system and an alternative policy. Transportation Research Part A: Policy and Practice, 181, 104012.

Uwagi

Opracowanie rekordu ze środków MNiSW, umowa nr POPUL/SP/0154/2024/02 w ramach programu "Społeczna odpowiedzialność nauki II" - moduł: Popularyzacja nauki (2025).