The significant rise in luxury shopping has recently gained much
attention. This paper seeks to better understand the factors involved
in luxury consumption. Specifically, a list of 10 luxury fashion-brand
restaurants/cafés are identified and used to survey customers’ motivations,
perceptions, demographics, and purchase behavior. This study
finds that brand equity drivers significantly influence individual’s intention
to visit other luxury fashion-brand restaurants/cafés, and purchase
products that are associate with the luxury fashion-brand restaurants/
cafés where he/she has previously patronized. Female customers show
loyalty to luxury fashion brand products and revisit that specific fashion
brand restaurants/cafés. These findings enrich and update the
existing body of knowledge on luxury-branded restaurants/cafés in
relation to customers’ decision making. This study also provides practical
implications for luxury fashion-brand F&B owners
