The COVID-19 pandemic’s effect on perceptions of luxury: A cross-cultural study

Anna Biktyakova, Castulus Kolo and Elena Patten
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Anna Biktyakova: Marketing Specialist, Germany
Castulus Kolo: Macromedia University, Germany
Elena Patten: Macromedia University, Germany

Journal of Cultural Marketing Strategy, 2024, vol. 8, issue 2, 118-133

Abstract: This paper is the first to explore the impact of the COVID-19 pandemic on consumer perceptions of luxury within different cultural contexts. Based on a sample of 181 subjects, this exploratory study analyses pandemic-driven shifts in perceptions of luxury among consumers in Russia and Germany, considering also the influence of age, gender and education. The paper compares its findings with those from previous research by Godey et al. As a long-term trend, the study finds that the terms ‘conspicuous’ ranked significantly lower in perceptions of luxury during the pandemic, as did ‘prestigious’, ‘extravagant’ and ‘snobbish’. Conversely, ‘exclusive’, ‘desirable’ and ‘emotional’ ranked higher. This paper also discusses the key differences between sociodemographic groups, and finds that cultural factors had the least impact on consumer perceptions. These findings have implications for the practice of luxury marketing.

Keywords: perception of luxury; definitions of luxury; COVID-19 pandemic; Russia; Germany; Generation Z; Generation X; cross-cultural comparison; sociodemographic groups; luxury branding (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2024:v:8:i:2:p:118-133

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