Comparing the importance of luxury value perceptions in cross-national contexts

Paurav Shukla () and Keyoor Purani

Journal of Business Research, 2012, vol. 65, issue 10, 1417-1424

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.

Keywords: Luxury; Value perceptions; Luxury brands; Purchase intentions; UK, India (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (86)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:10:p:1417-1424

DOI: 10.1016/j.jbusres.2011.10.007

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