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Journal of Global Scholars of Marketing Science


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.



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