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A Tentative Discussion on the Influence of Luxury Brand Awareness on Young Women's Purchase Decisions

Author(s)

Yulin Huang

Affiliation(s)

Oxford Brookes University, Oxford, OX3 0BP, United Kingdom

Abstract

Luxury brand awareness has become a powerful force influencing consumer behavior, especially among young women. This article will explore the psychological mechanisms that affect the purchasing decisions of young female consumers from the perspective of high-end brand recognition (such as the iconic status of Louis Vuitton). The key factors include identity signals, emotional rewards, perceived quality bias, and social influence. In addition to analyzing these influencing factors, this article also tentatively discusses the proposal of intervention measures to encourage more rational consumption. We evaluated the feasibility of strategies such as promoting financial knowledge and intentional purchasing habits, enhancing the transparency of luxury brands, and strengthening media influence in reducing impulse or status-driven luxury purchases. This approach elaborates on how to strike a balance between the allure of luxury brands and healthier consumer decision-making.

Keywords

Psychology; Purchasing Decisions; Luxury Brand

References

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