This research proposes a novel model for analyzing customer abandonment within the luxury car market. This model aims to quantify the impact of such abandonment on a brand's image. Utilizing a phenomenological approach, the research leverages the experiences of experts and luxury car importers to investigate brand abandonment and develop a conceptual framework. While focusing on the Iranian market, the study excludes established luxury brands present in J.D. Power's top ranks (e.g., Toyota, Honda) due to their widespread popularity. Instead, the research targets importers and legal representatives of niche luxury car brands (excluding Honda and Hyundai) operating in Iran. Additionally, university professors in the field of business management are included as participants. Participants were selected using a purposeful sampling method. Data saturation was achieved through in-depth interviews with eight experts. Based on the identified components of the brand abandonment model, a questionnaire with 70 items across four dimensions was designed to validate the model with further expert input. The research findings confirm the validity of the proposed model for describing brand abandonment.
