In recent days, as Korea's industrialization was highly advanced, consumers living standard is also changing so diversely owing to Globalization. In this respect, the consumption of luxury brands have been sharply increased. This study has founded that consumers‘ consumption propensity of purchasing luxury goods tends to have strong influence upon formation of loyalty to the luxury brand. This study divided consumers‘ consumption propensity in pursuit of goods into uniqueness-seeking, extended-self, quality-oriented, conspicuousness-seeking, and hedonic, based on a preceding research on lifestyle. This study examined consumers‘ consumption propensity on brand identification, and on which consumers‘ consumption propensity has any influence upon conformity. Findings can be summarized as follows. First, the consumers‘ consumption propensity in pursuit of goods which influence the brand identification included uniqueness-seeking, extended-self, and hedonic. And, the consumers‘ consumption propensity in pursuit of goods of influencing conformity included extended-self, conspicuousness-seeking, and hedonic. The uniqueness-seeking and the hedonic had strong influence upon both brand identification and conformity. However, the extended-self had influence only upon brand identification. The conspicuousness-seeking had influence only upon conformity. Especially, the uniqueness-seeking had negative influence upon conformity. On the other hand, the quality of luxury brand has no influence upon both brand identification and conformity. Second, the brand identification had positive influence upon conformity and brand attachment, but didn't have any significant influence upon brand loyalty. In other words, even if emotional consistency on luxury brand, the brand loyalty wasn't shown. Only in case of emotional conformity and attachment, the brand loyalty was clearly indicated. Third, conformity had no influence on brand attachment, but it had strong influence upon brand loyalty. Namely, in case of "me too" behavior simply following other people's consumption behavior, the brand loyalty was shown even if there is no emotional attachment to the corresponding brand. Fourth, the uniqueness-seeking and the extended-self were larger than any other age group among younger age group. On the other hand, the conspicuousness-seeking was bigger among the older age group. Even the quality-oriented was bigger the older age group. The hedonic wasn't influenced by age. Fifth, the interest and favorable feeling about luxury brand were found as uniqueness-seeking group, extended-self group, conspicuousness-seeking group, and hedonic group. However, the quality-oriented group had no interest in the luxury brand.