 A cross-cultural exploratory content analysis of the perception of luxury from six countriesBruno Godey,
Daniele Pederzoli,
Gaetano Aiello,
Raffaele Donvito,
Klaus-Peter Wiedmann and
Nadine Hennigs
Post-Print from HAL Abstract: Purpose - The authors' research was carried out with the aim of analyzing perception of luxury and luxury brands among an international sample of young people. Design/methodology/approach - This article was based on an empirical study among 233 respondents. First, a qualitative analysis of content using the respondents' own words was conducted. Then, to show whether there are differences between countries and significant groups of countries, an analysis of variance (one-way ANOVA) was performed and analyzed with Fisher F-test and post-hoc Duncan tests. Findings - Beyond the belief in the existence of two stable groups of developed and developing countries with regard to luxury, this study shows a situation that requires further analysis. The main results show some strong cross-cultural differences in the perception of luxury, which is multi-faceted as demonstrated by previous studies in this field. Research limitations/implications - Results of this exploratory study confirm that the concept of luxury presents multiple facets, and the authors' analysis provides an in-depth survey of the main categories and attributes that can be used to describe this concept. Although this study was only exploratory in nature, a number of comments can be made to highlight the congruence between the concept of luxury for young people and recent academic literature. Practical implications - To maintain their brand equity, companies in the luxury sector seek to improve their image within younger targets. Managerial implications of the authors' research indicate that international luxury companies should take into consideration the multi-faceted concept of luxury in general, but also the main differences between countries in the continuum between the "status" and "emotional" dimensions of luxury. According to the authors' research, luxury companies cannot adopt a global strategy when addressing the six countries analyzed. Some managerial recommendations are developed in this perspective. Originality/value - The additional value of this article stems from its reliance on a cross-cultural in-depth study between six countries (Italy, France, Germany, China, Japan, and USA). The balance between qualitative and quantitative techniques makes this article particularly relevant when drawing both conceptual and managerial conclusions. Keywords: Luxury; consumer perception; cross-cultural analysis; international; consumers; consumer behaviour; brands (search for similar items in EconPapers) Published in Journal of Product and Brand Management, 2013, Vol. 22 (n° 3), pp 229-237. ⟨10.1108/JPBM-02-2013-0254⟩ There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00956659 DOI: 10.1108/JPBM-02-2013-0254 Access Statistics for this paper More papers in Post-Print from HAL |
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