In recent years, the luxury market has come to face important structural changes, such as the entry of new segments into the market and the use of the Internet as a sales channel. In this context, luxury brands must understand their young consumers' perception of social value while adapting to environmental changes. This study aims to validate an up-to-date model to determine the impact of perceived value of luxury brands on consumer behavior. To validate the model, we analyze attributes of luxury brands and the value assigned to those attributes. We collect the data from a survey (n = 225) and analyze the results with partial least squares-structural equation modeling. The results show that in our up-to-date model of perceived social value of luxury brands, the social component, as the only antecedent, has a major influence on consumer behavior; the results, however, fail to support our expectations of the impact of financial and functional brand perceptions. Furthermore, we find a relationship between overall luxury brand perception and behavioral and emotional outcomes for young consumers such that companies might consequently tailor their business strategies.

近年来，奢侈品市场面临重要的结构性变化，例如新细分市场的进入以及互联网作为销售渠道的使用。在此背景下，奢侈品牌在适应环境变化的同时，必须了解其年轻消费者对社会价值的认知。本研究旨在验证一个最新模型，以确定奢侈品牌感知价值对消费者行为的影响。为了验证模型，我们分析了奢侈品牌的属性以及赋予这些属性的价值。我们从一项调查 (n = 225) 中收集数据，并使用偏最小二乘结构方程模型分析结果。结果表明，在我们最新的奢侈品牌感知社会价值模型中，社会成分作为唯一的前因，对消费者行为有重大影响；然而，结果未能支持我们对财务和功能性品牌认知影响的预期。此外，我们发现整体奢侈品牌认知与年轻消费者的行为和情感结果之间存在关系，因此公司可能会因此调整其业务战略。