“…The paradoxical notion of luxury arises the need to understand the luxury customers' behavior and intention because of that fact, considerable attention is devoted by retailing researchers during the past years (Chandon et al, 2016). Previous studies, in retailing context, generally analyzed the purchase decision of luxury brands (eg., Srinivasan et al, 2014;Hung et al, 2011); luxury consumption behavior (eg., Veblen, 1899;Suto, 1979;Kastanakis & Balabanis, 2014); comparisons of motivations across cultures and demographic features (e.g., Wang & Waller, 2006;Stokburger-Sauer & Teichmann, 2013); comparison between genuine and counterfeit goods (eg., Hennigs et al, 2012); concept of ethical-luxury (e.g., Davies et al 2011); luxury branding strategies (eg., Okonkwo, 2009); customer segments based on attitudes (Dubois & Laurant, 2005) and the process of customer value toward luxury (e.g., Shukla & Purani, 2012).…”