ABSTRACT. The purpose of this research is to clarify the important customer motivation elements for apparel flagship stores to attract customers. The result indicates that hedonic, sensory, and human interaction factors positively influence towards customer brand satisfaction. Also, customer brand satisfaction positively relates to customer brand loyalty.

ABSTRACT. This thesis aims to discuss research about compulsiveness in the consumer journey, and the relevance of browsing behavior in contemporary society. Fashion is used as the main context in the three studies proposed in the thesis.

ABSTRACT. This paper is concerned with psychosocial perceptions of luxury fashion brands from the consumer’s point of view. The psychosocial approach focuses on the combined influence of psychological factors and the social environment on individuals self-perception. The paper is concerned with how psychosocial factorseffect consumers’ perceptions of luxury fashion brands. From a branding perspective the paper seeks to provide insights on how luxury fashion brandsconstruct sufficient influence over consumers to encourage them to ask themselves key questions such as, ‘Do I need this? Can I be happy without it?’ In order to address this question the present paper focuses on the luxury fashion consumers’ from two of the world’s luxury fashion capitals Dubai and London. The research incorporates a mixed method approach using online questionnaires targeting luxury fashion consumers and in addition, depth interviews with luxury fashion brand managers, social media influencers and highly frequent luxury fashion consumers (weekly/monthly basis) to attain numeric data and insights as to the meanings consumers’ apply to luxury fashion. On this basis it is argued that a psycho-social approach provides a more sophisticated means by which marketers can understand the relationship between luxury fashion consumption and identity.