 Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to payGuoxin Li, Guofeng Li and Zephaniah Kambele Journal of Business Research, 2012, vol. 65, issue 10, 1516-1522 Abstract: A better understanding of the Chinese consumption of luxury fashion brands may assist the fashion industry when targeting China as the soon-to-be largest consumer market. This study aims to examine Chinese consumers' willingness to pay for luxury fashion brands related to their fashion lifestyle and perceived value. Practicality fashion lifestyle, perceived social/emotional value, perceived utilitarian value, and perceived economic value were found to have a significant influence on the willingness of Chinese consumers to pay for luxury fashion brands in a multiple regression model (n=480). This research also examines the different effects of fashion lifestyles and perceived value on willingness to pay among four groups characterized by different previous genuine and counterfeit purchasing experiences. This study deepens understanding of consumer perceptions and behaviors relating to luxury fashion brands in China. Keywords: Luxury fashion brand; Fashion lifestyles; Perceived brand value; Willingness to pay; Mainland China (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:10:p:1516-1522 DOI: 10.1016/j.jbusres.2011.10.019 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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