THE ROLE OF BRAND IMAGE IN THE THEORY OF PLANNED BEHAVIOR: A CASE STUDY FROM LVMH GROUP – MOET HENNESSY

About Us

Ipmi Repository is an online archive service which is managed by IPMI Library - Learning Resource Center. Established for collecting, managing, saving, preserving and disseminating digital copies of intellectual output of IPMI International Business School such as academic journal, books, theses, Group Field Project, Community Involvement Project, Case Study, conference paper, and other types of research publication. The main objective of this repository is to provide long-term, public, open access and easily retrieve to the digital collection to support teaching-learning process.

"Knowledge without observation is nil"

Joanna, Lycie (2026) THE ROLE OF BRAND IMAGE IN THE THEORY OF PLANNED BEHAVIOR: A CASE STUDY FROM LVMH GROUP – MOET HENNESSY. Masters thesis, IPMI Institute.

[thumbnail of Lycie Joanna.pdf] Text
Lycie Joanna.pdf
Download (500kB)

Abstract

Luxury purchases may reflect practical value as well as reputation, exclusivity, prestige, and social meaning. This study examines Purchase Intention toward luxury-brand products in the LVMH context using the Theory of Planned Behavior (TPB), with Brand Image included as a direct predictor and as a proposed moderator of the relationships between Attitude, Subjective Norm, Perceived Behavioral Control (PBC), and Purchase Intention. Signaling theory provides an additional perspective for understanding how luxury brands can communicate quality, status, and identity through brand reputation and visible product cues. A quantitative, cross-sectional survey was conducted using an online structured questionnaire with a five-point agreement scale. Purposive non-probability sampling was used to recruit respondents who had purchased luxury-brand products and had owned or used such products for more than one year. Of 126 submissions, 118 complete and valid responses were retained for analysis. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 3.2.9. The reported results show positive and statistically significant relationships between Attitude (β = 0.396) and Brand Image (β = 0.348) and Purchase Intention. Subjective Norm is also positive (β = 0.219), although its significance should be confirmed against the final test-direction setting. PBC is not statistically significant, and none of the three Brand Image interaction terms is significant at the 5% level. The reported R2 is 0.713. The findings are limited by the cross-sectional design, purposive sampling, and the need to confirm final measurement and structural diagnostics.

Keywords: Theory of Planned Behavior; Brand Image; Purchase Intention; Luxury Consumption; LVMH

Item Type: Thesis (Masters)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: sandra margaretha
Date Deposited: 21 Oct 2026 06:32
Last Modified: 21 Oct 2026 06:32
URI: http://repository.ipmi.ac.id/id/eprint/3085

Actions (login required)

View Item View Item