DOI: 10.4018/IJAL.2017070102 International Journal of Applied Logistics Volume 7 • Issue 2 • July-December 2017 Copyright © 2017, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. The Impact of Lifestyle and Attitude Functions on Luxury Goods on Emotional Attachment Towards Luxury Brands Mohammad Kashani, Business and Marketing Department, University of Tehran, Tehran, Iran Alireza Aslani, Faculty of New Sciences and Technologies, University of Tehran, Tehran, Iran Mohammad R. Esfdani, Faculty of Management, University of Tehran, Tehran, Iran Seyed Reza Seyed Javadin, Faculty of Management, University of Tehran, Tehran, Iran ABSTRACT The purpose of this article is to investigate the effect of individuals’ life on the consumers’ emotional attachment to the luxury products. The mediation role of individuals’ attitudes has been investigated for the relationship between lifestyle and emotional attachment. First, the respondents have been divided into four categories that relate to their lifestyle - concerning their income and desire for social status. Then, the authors deal with the investigation of lifestyle effect on the emotional attachment to the luxury products. The attitude of different age groups has been investigated by the mediation role of the lifestyle and emotional attachment. Finally, elements have been investigated including the accurate recognition of brand by the aristocratic class, communicative and non-communicative motives in different lifestyles, and the relation between price and brand prominence. The findings show that the individual’s lifestyle influences on the emotional attachment to the luxury products, as well as the existing attitudes in different age groups mediate the relation between lifestyle and emotional attachment to the luxury brand. The aristocratic class accurately recognise the signs of luxury brands. Also, the motives of communicative and non-communicative individuals are expressed in a variety of styles. Finally, a connection between price and brand prominence is discussed. KEywoRdS Emotional Attachment, Individuals Attitude, Lifestyle, Luxury Product, Product Brand 1. INTRodUCTIoN Over a range of markets, the brands concentrate their investments in many activities, because they want to achieve to the widest possible range of consumers. However, the luxury brands try to create a concentrated experience among consumers. For example, concerning the carried out studies by Rolan Berger consultants (Consultants, 2014) the young consumers when consuming of luxury products have increasingly have a developing and positive attitude (Gil, 2012). These groups of consumers have a fast purchase intention when faced with the luxury brands, and they also spend more for buying these products than the other products (Halpert, 2014). Commercial brands define their consumers as a mass and then persuade them buy their products; for luxury brands it is reversed, and the consumers follow luxury brands (Brun, 2013). In other words, increasing the number of brand 21