From prominence to preference: social and emotional value perception as mediator between the brand prominence and purchase intentions in the luxury market

Purpose The study examines the mediating effects of social value perception and emotional value perception on the relationship between brand prominence and purchase intentions. Further, it examines the consumer preferences about the mark or logo showcased on luxury fashion products during the purchasing process. Design/methodology/approach The data was obtained from a sample of 420 participants through the administration of questionnaires, utilizing both online and offline methods. The sampling approach employed was a combination of purposive and snowball sampling. For offline data collection, the shopping malls and flagship stores of Delhi NCR and Chandigarh were visited. For analysis of the data, Smart PLS 4 and IBM SPSS were used. Findings Social value perception and emotional value perception have a significant positive relationship with brand prominence and purchase intentions. The relationship between brand prominence and purchase intentions is fully mediated by social value perception and emotional value perception. Further, consumers in India have also shown a preference for brands that have displayed their logos prominently rather than subtly. Practical implications This study contributes to the existing body of work on brand prominence by investigating the role of social value perception and emotional value perception as mediators. The research offers valuable insights for advertisers and practitioners to develop strategies for planning and implementing effective communication techniques. Originality/value This study fills the major gaps in the literature about brand prominence. The study unveils the Indian consumer preferences towards the level of brand marks during purchasing behaviours along with the social value perception and emotional value perception as mediators between brand prominence and purchase intentions.