The Influence of Culture and Gender in Luxury Brand Consumption: A Comparison Across Western and Eastern Culture Consumers

Eric Tafani (), Franck Vigneron (), Audrey Azoulay (), Sandrine Crener and Abdul Zahid ()
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Eric Tafani: AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU - Aix Marseille Université
Franck Vigneron: CSUN - California State University [Northridge]
Audrey Azoulay: Carroll School of Management, Boston College
Sandrine Crener: Harvard Business School - Harvard University
Abdul Zahid: South Champagne Business School

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Abstract: Culture and gender differences in values associated with luxury consumption are investigated. Two Western individualistic-oriented countries with mature luxury markets (France and the United States) and two Eastern collectivistic-oriented countries with developing luxury markets (the United Arab Emirates and China) are compared using a previously developed model of luxury values. Main results indicate that refinement, heritage, and, to a lesser extent, exclusivity receive greater emphasis in Western rather than Eastern countries. Chinese and U.S. consumers place particular emphasis on elitism. Additionally, gender shapes the importance placed on luxury values: men emphasize elitism (and exclusivity in Western countries only), whereas women emphasize refinement. Furthermore, adherence to own-gender beliefs (i.e., traits attributed to one's gender) fully mediates gender influence within all four countries. Theoretical implications are discussed based on major frameworks of national culture and the social structural theory. Managerial implications in terms of cultural and gendered adaptation of marketing strategies are considered.

Keywords: Luxury brand values; Luxury consumption; Cultural values; Western and Eastern cultures; Gender; Gender Beliefs (search for similar items in EconPapers)
Date: 2024-12-01
New Economics Papers: this item is included in nep-cna
Note: View the original document on HAL open archive server: https://amu.hal.science/hal-04781578v1
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Published in Journal of International Marketing, 2024, 32 (4), pp.58-80. ⟨10.1177/1069031X241235629⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04781578

DOI: 10.1177/1069031X241235629

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