Luxury Watch Brand Image and Purchase Intention: The Mediating Role of Perceived Value Among Rolex Consumers in Malaysia, China and United Kingdom

This study examines the relationship between luxury watch brand image and purchase intention, with perceived value positioned as a mediating construct among Rolex consumers in Malaysia, China, and the United Kingdom. The study responds to the need for a clearer comparative understanding of how brand-related associations, perceived value, and consumer purchase intentions interact across culturally different luxury markets. A quantitative, cross-sectional comparative research design is specified, using purposive sampling of adults within the top 20% income segment (T20) in each country who are Rolex consumers, prospective buyers, or demonstrate familiarity with the brand. The planned sample comprises 1,050 respondents, with 350 respondents allocated to each country. Data are collected through a structured questionnaire measuring brand image, perceived value, purchase intention, and relevant demographic characteristics using multi-point Likert-type measures adapted from established consumer-behaviour and luxury-brand research. The proposed analysis includes descriptive statistics, data screening, reliability and validity assessment, structural-model testing, bootstrapped mediation analysis, and multi-group analysis subject to measurement invariance. Preliminary descriptive information confirms a balanced country allocation, while gender composition differs across the three country samples. Because item-level survey responses and construct scores are not available in the supplied study material, inferential findings and mediation effects are not reported. The study therefore provides a research-ready framework for empirically testing whether perceived value explains the relationship between luxury watch brand image and purchase intention across Malaysia, China, and the United Kingdom. The framework also provides a basis for examining whether cultural-market differences alter the strength of the proposed relationships and offers implications for future luxury-brand research and cross-country consumer analysis.

Luxury Watch; Brand Image; Perceived Value; Purchase Intention; Rolex

1. Alfikry, A., Widodo, A., Silvianita, A., & Rubiyanti, N. (2024). The effect of sensory marketing, brand experience, brand image, and perceived service quality on brand loyalty with customer satisfaction as an intervening variable (study conducted on luxury brand product consumers): A conceptual paper. [Google Scholar] [Crossref]

2. Cui, L. (2024). Strategic management of luxury brands: A case study of Louis Vuitton’s market performance and consumer loyalty. [Google Scholar] [Crossref]

3. Hu, S. N., Huang, G. J., Huang, T. E., Huang, Z., & Sunny, S. (2024). No-brand quality goods: A study on purchase intention of consumer behavior in furniture retail industry. International Journal of Tourism, Hospitality and Applied Sciences, 7(1). https://doi.org/10.32535/ijthap.v7i1.1883 [Google Scholar] [Crossref]

4. Ma, X. V. (2026). The role of the brand in the implementation of corporate social responsibility on the purchase intention of tourists in luxury hotels in Ho Chi Minh City. https://doi.org/10.65033 [Google Scholar] [Crossref]

5. Naseri, R. N. N., Esa, M. M., Ibrahim, R., & Jais, Z. (2025). Exploring the interplay of product attributes, CEO brand image and purchase intention in the cosmetic industry: A comprehensive review. [Google Scholar] [Crossref]

6. Nunes, L. (2024). Impact of brand image on consumer buying behavior towards luxury automobile segment. International Research Journal of Advanced Engineering and Management, 2024. https://doi.org/10.47392/IRJAEM.2024.0037 [Google Scholar] [Crossref]

7. Pai, G. H. (2024). A comprehensive literature review on ‘unpacking the influence of brand image on consumer purchasing decisions in the FMCG sector’. https://doi.org/10.55248/gengpi.5.0124.0257 [Google Scholar] [Crossref]

8. Pan, T. (2024). Status seeking and luxury consumption: The mediating roles of brand identity and social value, and the moderating effect of price sensitivity. [Google Scholar] [Crossref]

9. Rafique, N., uz Zaman, S., & Alam, S. (2025). Luxury purchase intentions and the interplay of psychological and social factors. [Google Scholar] [Crossref]

10. Salah, P., Asfahani, A. M., & AlRajhi, F. H. (2024). The effect of perceived value on intention to purchase pre-loved luxury fashion products. [Google Scholar] [Crossref]

11. Vafaei-Zadeh, A., Nikbin, D., Zhen, K. S., & Hanifah, H. (2024). Exploring the determinants of green electronics purchase intention through the stimulus-organism-response model. [Google Scholar] [Crossref]

12. Xu, M. (2024). Luxury brand marketing strategy—Taking Chanel as an example. [Google Scholar] [Crossref]

13. Yuliastuti, H., Mulyono, S., Krisprimandoyo, D. A., & Jusman, I. A. (2024). Analysis of the influence of brand image, price, and product quality on consumer buying intentions in the Indonesian retail market: Mediation by the level of consumer trust. [Google Scholar] [Crossref]

14. Zong, Z. (2024). Analysis of Hermes’ marketing strategy: Evolution, brand positioning, and global impact. [Google Scholar] [Crossref]

• A Study on Utilisation on Vidiyal Payanam with Special Reference to Udumalpet
• Influence of Sales Promotional Strategies on Water Purifier Purchase: A Study
• Voluptatem exercitat
• Beatae voluptatum eanfjnjfnjnj
• Analysis of Marketing Strategies in Newbridge College During Covid-19 Pandemic