Drivers of China’s Desire for Luxury and Consequences for Luxury Brands

Frédéric Godart and Yue Zhao

Chapter 10 in Luxury Brands in Emerging Markets, 2014, pp 119-129 from Palgrave Macmillan

Abstract: Abstract Luxury plays a pivotal role in the traditional structure of Chinese society. In the Confucian tradition it is used to bind the different elements of the national community. For example, in a professional context, gift-giving is a way to honour one’s superiors, peers, or subordinates on special occasions. In a family context, it is a way to show gratitude to parents, relatives, or elders. As Tsai explains, to this day, luxury remains intertwined in a web of gifts and counter-gifts that ensures the perennity of social relations and structures (Tsai 2008).

Keywords: Business Group; Soft Power; Luxury Good; Confucian Tradition; Luxury Consumption (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-33053-6_11

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DOI: 10.1057/9781137330536_11

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