Abstract:

Luxury products are associated with status, prestige among others. The demand for luxury product is on the rise worldwide. Previous studies related to repurchase intention however are limited. This motivated for the current study which focuses on identifying the factors influencing repurchase intention. Luxury products are closely related to values, thus social value, emotional value and economic values in addition to satisfaction are tested on their influence with repurchase intention. The sample size is around 205 and they are chosen based on purposive sampling method. The data collection is done using online questionnaire. Multiple regression analysis is used to test the data that has been collected. It is found that all variables which are social value, emotional value, economic value and satisfaction are found to influence repurchase intention with satisfaction being the strongest predictor.  The study contributed both theoretical especially on the Value Adoption Model and Expectation Confirmation theory. Practically it provided insight for marketers to strategize their marketing based on values that are critical to customers in addition to aspects of satisfaction.