Luxury Brand Image and Purchase Intention in Malaysia: The Mediating Roles of Perceived Value and Brand Trust

ABSTRACT: This study examines how luxury brand image shapes purchase intention among Malaysian consumers through perceived value and brand trust. Building on signaling theory and the theory of perceived value, a serial-parallel mediation model is developed in which luxury brand image influences purchase intention directly and indirectly through perceived value and brand trust. For manuscript-development purposes, an illustrative dataset of 412 Malaysian luxury consumers was generated to demonstrate the complete analytical reporting expected in a Scopus-indexed empirical article. The measurement model showed satisfactory reliability and convergent validity (Cronbach’s α and composite reliability > .70; AVE > .50), while HTMT values remained below conventional thresholds. The structural model indicated positive effects of luxury brand image on perceived value, brand trust and purchase intention, with both mediators transmitting significant indirect effects. The model explained substantial variance in purchase intention and demonstrated predictive relevance. The study contributes by integrating value and trust mechanisms in a Malaysia-specific luxury consumption model and offers implications for prestige positioning, authenticity cues, customer experience and trust-building. Because the reported numerical evidence is illustrative, the article should be treated as a publication-ready analytical template until actual field data are inserted.

KEYWORDS : Luxury Brand Image; Purchase Intention; Perceived Value; Brand Trust; Malaysian Consumers; Luxury Marketing; Structural Equation Modelling