نیکسا جباری کردلر

In response to the increasing demand for luxury brands in recent years, managers and brand owners have concentrated on formulating and implementing strategies that meet the expectations of consumers. Literature in this field highlights that over the past few decades, the luxury brand sector has undergone remarkable transformations, evolving into a vital component of the global economy. These developments have introduced new objectives and policies for the international trade of luxury goods while simultaneously intensifying competition. Against this backdrop, the present study investigated how specific antecedents influence loyalty and online purchase intentions of luxury brands among women. Employing a descriptive–correlational design, the research study targeted a population of 1,707 female students at the Faculty of Humanities, University of Mohaghegh Ardabili, in 2024. Based on Cochran’s formula and convenience sampling, 145 students were selected to complete the research questionnaire. Data analysis was performed using SPSS and SmartPLS, applying the Partial Least Squares (PLS) technique. The findings revealed that consistency of brand concept, brand personality, and congruence of self-image—three central antecedents—exert a direct and significant impact on women’s loyalty to luxury brands and their intentions to purchase them online. These outcomes underscored the critical role of psychological and symbolic brand dimensions in fostering the customer loyalty and stimulating the online buying motivation.