As middle and affluent class consumers continue to demonstrate an affinity for luxury brands, luxury brand owners need to understand common factors that drive these consumers to a purchase decision. This paper examines the relationship between consumer values (such as functional, symbolic, and experiential value) and affective attitudes, purchase intention and willingness to pay a premium price, especially in Indonesia. Using a survey, data was collected from 401 respondents online and analyzed using AMOS. The findings revealed that functional value had a significant positive relationship with affective attitude and purchase intention, but not with willingness to pay. Symbolic value was found to drive affective attitude, purchase intention, and willingness pay. Experiential value was confirmed only to have positive relationship with affective attitude; whereas affective attitude was revealed to be a driver to purchase intention, but not to willingness to pay.