Concerning the motives for consuming luxury brands, it has to be stated that the notion of ―buying to impress others‖, still more or less serves as a strategic principle for the marketing management of luxury brands (Berry 1994; Dittmar 1994; Corneo and Jeanne 1997; Vigneron and Johnson 1999, 2004; O‘Cass and Frost 2002). According to the theory of impression management, consumers are highly affected by the internal drive to create a favorable social image from the outcome of their purchase behavior (Eagly and Chaiken 1993; Mandrik 1996; Sallot 2002). Existing research demonstrates that.
