Comparing importance of luxury value perceptions in cross-national contexts

Paurav Shukla, Keyoor Purani

Research output: Contribution to journalArticle

Abstract

The study provides empirical support to the much conceptualized but not-yet-tested framework of luxury value perceptions in cross-national context. Using five distinct parameters, the study compares the luxury value perceptions among British and Indian consumers, thus providing a rich comparative context between collectivist and individualistic markets. The results support the notion that several luxury value perceptions may be highly influential among all cultures and countries. However, their degree of influence may differ dramatically. The findings suggest that consumers in collectivist markets use simpler selection criteria for measuring value of a luxury brand than consumers in individualistic markets. The results may assist luxury brand managers in developing a coherent and integrated long-term global strategy that also takes in country-specific adjustments.
Original languageEnglish
Pages (from-to)1417-1424
Number of pages8
JournalJournal of Business Research
Volume65
Issue number10
DOIs
Publication statusPublished - 2012

Keywords

  • Luxury
  • Value perceptions
  • Luxury brands
  • Purchase intentions
  • UK, India

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