Examining the Impact of Luxury Brand Advertising towards Consumers' Purchase Intentions : a Case of Malaysian University Students

Chong, Wing Tung (2023) Examining the Impact of Luxury Brand Advertising towards Consumers' Purchase Intentions : a Case of Malaysian University Students. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

In luxury-brand industry, luxury fashion has become a famous trend internationally as the demands increased gradually. Luxury brands tend to develop different advertising strategies or launch campaigns whenever they launch a new series of luxury products not only on traditional platforms, but also online and social media platforms. Several studies have been conducted and proved that people normally perceived that luxury products consumptions symbolize a sense of superiority. Nonetheless, there is lack of research studying on to what extent will the luxury brand advertising affect the purchase intention of the Malaysian University students. Therefore, this research is going to examine the impact of luxury brand advertising towards Malaysian university students’ purchase intention. The research objectives were to identify the effectiveness of advertising credibility, advertising attractiveness, entertainment and advertising value in luxury brand advertising towards attitudes of Malaysian university students, to investigate the effect of advertising credibility, advertising attractiveness, entertainment and advertising value in luxury brand advertising towards purchase intention among Malaysian university students as well as to find out the impact of attitudes towards advertising of Malaysian university students on their purchase intention of luxury products. This research used quantitative research method to collect the respondents’ data for analysis by distributing online questionnaire that is created by Google Form to the respondents. In addition, the purposive sampling is applied to ensure that the respondents of this research must be Malaysian university students. The results from this study showed that entertainment, advertising attractiveness and advertising value are positively related to their attitudes towards luxury brand advertising while advertising credibility is not. Aside from that, the findings of the study revealed that only advertising attractiveness and attitudes towards advertising can influence the university students’ purchase intention; advertising credibility, entertainment and advertising value are not. Consequently, this study is beneficial to marketers who want to target university students because it informs them that luxury brand advertising needs to be at least attractive to increase the attitudes and purchase intention of university students.