This study investigates the direct effect of brand market value on consumer purchase intentions of neo-luxury brands. Additionally, this study examines how the consumer's income affects the established relationship in the conceptual research model, i.e. how the market value of the brand affects consumer purchase intentions. The data was collected through an online survey of a representative group of evenly distributed respondents, observed by different income categories. In order to validate the suggested conceptual model, we used structural equation modeling. The results show that, for neo-luxury brands, consumer purchase intentions are positively impacted by the brand's market value. Furthermore, our results show that the level of customer income is not statistically significant, leading us to draw the conclusion that there are no significant differences between how customers from various income groups perceive various brand value components or how these components affect their intentions to purchase neo-luxury brands. This research expands the knowledge about consumer purchase intentions of neo-luxury brands.
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