Examining the Consumer Behavior Path in Men’s Luxury Brands: From Purchase Intention to Brand Advocacy (Case Study: Consumers of Hugo Boss and Giorgio Armani)

Norouzi, Hossein; Roosta Rafiee, Shiva

doi:10.22034/jtst.2026.558191.1524

Examining the Consumer Behavior Path in Men’s Luxury Brands: From Purchase Intention to Brand Advocacy (Case Study: Consumers of Hugo Boss and Giorgio Armani)

Articles in Press

Document Type : Research/ Original/ Regular Article

Authors

Hossein Norouzi ¹

Shiva Roosta Rafiee ²

¹ Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran;

² MSc. Stu. Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran

10.22034/jtst.2026.558191.1524

Abstract

This study examines the factors influencing purchase intention, purchase commitment, and the willingness to support luxury men’s apparel brands in Tehran. The target population included consumers of Hugo Boss and Giorgio Armani, and 385 valid questionnaires were collected using a multi-stage cluster sampling method. Data were gathered through a standardized questionnaire employing a five-point Likert scale. The analyses revealed that personal factors, fashion innovation, fashion involvement, perceived brand value, fashion lifestyle, and social factors have positive and significant effects on purchase intention. Moreover, purchase intention positively influences purchase commitment, and purchase commitment, in turn, increases the willingness to support the brand. The strongest effects on purchase intention were related to fashion involvement and social factors. The findings suggest that luxury apparel brands should design their marketing strategies based on the personal, social, and fashion lifestyle characteristics of Iranian consumers and pay particular attention to innovation and fashion involvement to enhance purchase intention, commitment, and brand support.

Keywords

Fashion involvement

industry of apparel

lifestyle

perceived value

purchase intention

Subjects