Previous research on luxury brands ( e . g . , Han et al. 2010) focused on the consumers’ associate or dissociate
manners in purchasing brands, ignoring the purchase attitudes and intentions of buying loud or quiet luxury brands.
However, the purpose of this study is to investigate how social and personality factors influence consumers’
attitudes towards luxury brands in Malaysia, and how these two sets of variables influence the purchase intentions
of loud and quiet luxury brands. The rationale for surveying the consumer behaviouris to find out the likely reasons
for the consumers’ preferences and choices of buying luxury brands. In this study, the logoed items are the
luxury brands and products with big logos and badges that can be easily seen and recognized by observers;
hence referred to as loud brands. Non-logoed items or brands, on the other hand, refer to the luxury products with
brands, logos, or badges that are not simply visible or noticeable. These products are called quiet brands hereafter.