Role and Effect of Psychological and Brand Antecedents on Luxury Consumpation Among Youth Adults

The knowledge of consumer' behavior is considered essential for successful marketing. This is even more important for luxury products, because motives for buying special products are more psychological. In recent years, due to advanced technology, the purchase of luxury products has become the goal of many people, especially young adults. This study examines consumer behavior of young people (aged 18 to 35) purchasing luxury products. We focus on brand antecedents and psychological antecedents. Variables such as gaining respect, gaining popularity, getting noticed by others, showing who I am, symbol of success, symbol of prestige, indicates wealth, indicates achievement, interest in status, and enhances my image are psychological antecedents; other variables like brand symbolism, brand image congruency and self-concept, brand familiarity and brand aroused feelings are brand antecedents. The study distributed a questionnaire to 525 consumers of luxury watches in Tehran City. The findings show that two criteria significantly affect the consumption behavior of luxury products among youth. Also, the strength of influence for each variables differed due to revenue level, education and sexuality. According to the results, we can apply better communication strategies to this section of the target market.