Factors Affecting the Impulse Purchase Intentions for Luxury Pret

The purpose of this study is to examine the effect of advertising cues, attitude, perceived price, and subjective norms on the impulse purchase intentions in the context of fashion pret. This study incorporated survey method for data collection and the 386 personally administered questionnaire were distributed among visitors from three high customer traffic malls in the provincial capital of the Province Punjab Lahore. However, 272 responses were used in SPSS 25 and Smart PLS-3 for data analysis. The result found that advertising cues, customer attitude, perceived price and subjective norms showed significantly positive impact on the impulse purchase intentions in the context of fashion pret. Further, this study offers contribution towards brand managers and advertisers particularly in the field of fashion industry. Policy makers may also find important references from this study to develop policy guidelines. Moreover, this study discussed some limitations while performing this research. Finally, this article offers future research suggestions for further development in this area.