The Mediating Effect of Customer Attitude towards Perceived Luxury Value and the Intention to Stay at Luxury Hotels

Abstract

Customers' purchase of luxury brands reflects their lifestyle, personality and mindset
rooted in their financial power, individual values, and social status. Luxury brand intention is
reflected by the prestige consumption mind-set backed by the high financial power, their
personal values, consumption attitudes, social value systems, individual personalities, and
customer’s lifestyle. Further, these dimensions have been researched in different socio-cultural
settings, and it has been found that there are situations where these factors differ in different
contexts. Along with these factors, many scholars argue that different factors are associated with
consumer attitude towards luxury. However, in an emerging country like Malaysia, such research
studies have been very minimal. In this research it has been found that consumer attitude is
affected by factors such as perceived luxury consumption value, social influence, general life
values, self-identity, experiential value, brand consciousness and brand love. Further, it is found
that the consumer attitude affects the intention to stay of Luxurious Branded Hotels.