Authors: Assistant Professor Dr.T.Shobana, Assistant Professor Dr. S.Subbulakshmi
Abstract: Luxury brands are distinguished not only by product quality and exclusivity but also by the symbolic meanings, emotional associations, prestige, and identity-related benefits attached to them. This study examines how brand image and cognitive attachment influence consumer buying behavior toward luxury brands. Drawing on the structure of the model paper, the study adopts a descriptive and quantitative research design and uses a structured questionnaire to examine consumers’ perceptions of luxury-brand image, cognitive attachment, and buying behavior. A sample of 120 respondents is used for the empirical analysis. Descriptive statistics, percentage analysis, correlation, and regression techniques are proposed to assess relationships among the study variables. The study examines the extent to which a favorable brand image fosters positive evaluations and how cognitive attachment strengthens consumers’ willingness to purchase luxury products. The proposed framework considers brand image as the principal explanatory variable, cognitive attachment as an important psychological mechanism, and consumer buying behavior as the outcome variable. The study is expected to provide useful implications for luxury-brand managers in developing distinctive brand meanings, maintaining prestige, and strengthening consumer relationships. It also contributes to understanding how rational brand evaluations and attachment-related perceptions jointly shape luxury consumption decisions.
