Supply-Driven Limited-Quantity Scarcity and Repurchase Intention: Explaining the Mediating Role of Perceived Brand Exclusivity in Luxury Brands

Sammanfattning

Introduction:This study examines whether perceived brand exclusivity mediates the relationship between supply-driven limited-quantity scarcity and consumers’ repurchase intention within the context of luxury branding. While scarcity strategies are widely used by luxury brands to enhance rarity and desirability, limited research has explored perceived brand exclusivity as a mechanism explaining how scarcity translates into consumer behavioural intentions. Method:A quantitative, deductive research design was applied using a cross-sectional online survey. The study collected 72 valid responses from individuals with prior experience of purchasing limited-edition luxury products. Data were analysed using SPSS through reliability testing, correlation analysis, and regression-based mediation analysis. Findings:The results indicate that supply-driven scarcity positively influences perceived brand exclusivity, which in turn positively affects repurchase intention. However, the direct effect of scarcity on repurchase intention was not statistically significant when the mediator was included, suggesting an indirect-only mediation effect. Contribution:The study contributes to luxury branding literature by highlighting perceived brand exclusivity as a key mechanism through which scarcity influences repurchase intention. It distinguishes between scarcity as a firm-controlled strategy and exclusivity as a consumer-based perception shaping behavioural intentions. The findings further suggest that scarcity strategies are effective primarily when they strengthen perceptions of exclusivity. Limitations:The findings should be interpreted with caution due to the relatively small sample size, convenience sampling approach, and cross-sectional design. Future research could apply larger and more diverse samples and longitudinal designs to further validate the results.