Comparing importance of luxury value perceptions in cross-national contexts

Shukla, Paurav and Purani, Keyoor (2012) Comparing importance of luxury value perceptions in cross-national contexts Journal of Business Research, 65 (10). pp. 1417-1424. ISSN 0148-2963

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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.

Item Type: Journal article
Uncontrolled Keywords: Luxury; Value perceptions; Luxury brands; Purchase intentions; UK, India
Subjects: N000 Business and Management
N000 Business and Management > N500 Marketing > N550 International Marketing
N000 Business and Management > N500 Marketing > N510 Market Research
N000 Business and Management > N500 Marketing
N000 Business and Management > N500 Marketing > N540 Retail Marketing
DOI (a stable link to the resource): 10.1016/j.jbusres.2011.10.007
Faculties: Brighton Business School
Brighton Business School > Marketing Research Group
Depositing User: Paurav Shukla
Date Deposited: 14 Jun 2011 07:55
Last Modified: 20 Aug 2013 13:20
URI: http://eprints.brighton.ac.uk/id/eprint/8669

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