INFLUENCE OF UNIQUENESS ON LUXURY FASHION BRANDS PURCHASE INTENTION OF THE THAI PEOPLE

Abstract

            As stated by Euromonitor International (2016), the demand of luxury brand consumption among the Thai people is increasing. They do not only mention luxury products like clothing or accessories, but also other types such as services (i.e. luxury hotel, spa and salon including exclusive cinema). The aim of this research is to explain the relationship between Thai consumer behaviour and uniqueness effect on luxury fashion brand purchase intention. This research will compare and contrast the relative theories and support the result by data collection from the sampling.