Journal of Textile Science and Technology

Journal of Textile Science and Technology

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)

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
Today, luxury brands go beyond being symbols of wealth and social status and have become an integral part of contemporary lifestyles, offering consumers an emotional and cultural experience while enabling the expression of personal identity and social distinction. This study aimed to examine the consumer behavior path in men’s luxury brands in Iran, from purchase intention to brand commitment and brand advocacy, focusing on consumers of Hugo Boss and Giorgio Armani in Tehran. A descriptive-survey method was employed, and a sample of 385 participants was selected using multi-stage cluster and convenience sampling. Data were collected through a standardized questionnaire with a five-point Likert scale and analyzed using SPSS and AMOS. The findings indicated that personal factors, social factors, fashion innovation, fashion involvement, perceived brand value, and fashion lifestyle significantly influenced purchase intention, which in turn facilitated the development of brand commitment and brand advocacy. It is recommended that luxury brands focus on creating emotional experiences, offering innovative and unique designs, and leveraging social marketing and loyalty programs to sustainably enhance purchase intention, brand commitment, and brand advocacy.
Keywords
Fashion involvement
industry of apparel
lifestyle
perceived value
purchase intention
Subjects
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  • Receive Date 09 November 2025
  • Revise Date 03 January 2026
  • Accept Date 24 April 2026