Vol. 7, Issue 1, Part L (2025)

Affordable luxury firms rising in the internet era have changed customer tastes by combining accessibility with exclusiveness. The interaction of perceived value and brand equity in forming purchase intentions for multinational affordable luxury goods is investigated in this work. Grounded on theoretical models of consumer behaviour and brand management, the study uses a mixed-methods approach combining qualitative interviews with customers all around with quantitative surveys. Important conclusions show that purchasing decisions are mostly driven by perceived value, which covers social, emotional, and functional aspects. Concurrently, customer trust and preference is much influenced by brand equity derived from brand awareness, perceived quality, brand connotations, and loyalty. The digital ecosystem—which comprises e-commerce channels and social media platforms—increases brand exposure, accessibility, and interaction, hence magnifying these impacts. The research also looks at generational and cultural subtleties, stressing how various demographic groups understand value and equality in settings of inexpensive living. Emphasising techniques for maximising brand equity while providing engaging value propositions to build durable customer connections, implications for marketers are examined. By combining these ideas, the research provides practical advice for professionals trying to grab the expanding market for worldwide reasonably priced luxury goods in a technologically linked environment. This study adds to the body of knowledge on consumer behaviour, branding, and digital marketing by offering a strong basis for comprehending purchase intents in a fast changing environment.