A Study of Luxury Brand Consumption in Mongolia

In this study, three kinds of value dimensions for the luxury consumption (self expression, susceptibility to normative influence, and functional value) were checked to explore the roles of them on Mongolians' attitude toward the luxury brand and the interaction effect of middle-class income level on the role of susceptibility to normative influence. Middle-class consumers in Mongolia mainly participated in the empirical study. The empirical results illustrated that all of the three variables positively affected the attitude toward the luxury brand. However, the positive impacts of susceptibility to normative influence on the attitude were weakened when consumers were belonged to the high income group, which indicated income level played moderating roles in the effects of the susceptibility on the attitude toward the luxury brand. These findings might provide marketing implications for the practitioners doing luxury brand businesses in Mongolia.