Al Imam, LamaMoreira, André Manuel Ferreira2025-07-302025-07-302025-07-08http://hdl.handle.net/10400.26/58240The fashion industry has depended on carefully styled campaigns to strengthen brand image and increase product attractiveness. However, these campaigns are changing according to the updated consumer habits, which affects purchasing selections. This study tests how consumer buying decisions are influenced by the non-fashion campaigns in the luxury fashion sector during the digital age. To enhance online presence of luxury brands, brands can employ non-fashion campaigns, which results in more expressive communications with customers and improved brand perception. This research explores the impact of non-fashion campaigns on consumers’ purchase intentions by analyzing psychological and emotional responses. It combines the theories of brand attachment and digital consumer behavior. Qualitative analysis via focus groups of luxury fashion brands consumers, who engage on digital platforms, explored how these factors affect acquisition intentions. The findings signal that emotional engagement, symbolic resonance, and perceived authenticity influence customer attitude more than direct product presentation. This research contributes to the comprehension of luxury branding methods in an artificially fragmented offline environment. Findings indicate that non-fashion campaigns improved purchase intention by emotional connections, highlighting authenticity, and by using wealthier culturally based stories. These campaigns were clearly very effective amongst younger digitally orientated audiences and could be effective in preserving brand elitism and relevance in the emerging luxury fashion landscape.engLuxury fashionNon-fashion campaignsPurchase intentionDigital consumersEmotional brandingBrand authenticitymaster thesis203971914