摘要：AbstractThis paper investigates the relationship between social factors, personality factors, and the consumers’ purchase intention of loud and quiet luxury brands in the context of Malaysia. In particular, this study aims to obtain insights into the consumers’ intention of purchasing two types of luxury brands: loud (having conspicuous logos and signatures that are not clear or eye-catching) and quiet (having discrete logos and badges that are not clearly embalmed or easily noticeable). A survey questionnaire was administered to 190 participants from different walks of life. The results of data analysis revealed that Malaysian consumers were brand conscious. The findings suggest that the loud luxury buyers intend to impress others by following fashion and new trends, whereas the quiet luxury buyers prefer to feel a sense of accomplishment and social recognition through having finer possessions in life. At the end, the implications for brand managers are discussed, and recommendations for future research are offered.
关键词：luxury brands;loud and quiet brands;purchase intention;social factors;personality factors;Malaysia
