International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Volume 8 Issue 2
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The Impact of Brand Prestige on Purchase Intention: The Mediating Role of Brand Identification and the Moderating Effect of Social Influence

Author(s) Ms. Shruti Nagayach, Prof. Sharad Sharma, Ms. Nishtha Verma, Mr. Amar Sinha
Country India
Abstract The study explores the impact of brand prestige on purchase intention, with a specific focus on the mediating role of brand identification and the moderating effect of social influence. In an increasingly competitive and brand-driven marketplace, understanding how these factors shape consumer behavior is essential, particularly in the context of luxury and masstige products. A quantitative research design was employed, and data were collected from 512 consumers with prior experience in purchasing branded products across diverse categories. The study used Structural Equation Modeling (SEM) to examine the relationships among brand prestige, brand identification, social influence, and purchase intention. The findings reveal that brand prestige significantly enhances brand identification, which in turn positively influences purchase intention. Additionally, social influence strengthens the relationship between brand identification and purchase intention, highlighting its moderating effect. The insights underline the importance of building strong brand prestige and fostering consumer-brand connections, while leveraging social influence to enhance purchase intentions in a competitive market.
Keywords Brand Prestige; Purchase Intention; Brand Identification; Social Influence; Consumer Behavior; Luxury Branding; Masstige Marketing; Structural Equation Modeling (SEM)
Field Business Administration
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-03-31
DOI https://doi.org/10.36948/ijfmr.2026.v08i02.72944
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