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

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

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.

Luxury, Luxury brands, Purchase intentions, UK, India, Value perceptions
0148-2963
1417-1424
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Purani, Keyoor
733a42e9-e6e5-471f-af6b-92093ad82536
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Purani, Keyoor
733a42e9-e6e5-471f-af6b-92093ad82536

Shukla, Paurav and Purani, Keyoor (2012) Comparing the importance of luxury value perceptions in cross-national contexts. Journal of Business Research, 65 (10), 1417-1424. (doi:10.1016/j.jbusres.2011.10.007).

Record type: Article

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.

Full text not available from this repository.

More information

Accepted/In Press date: 1 September 2011
e-pub ahead of print date: 27 October 2011
Published date: 1 October 2012
Keywords: Luxury, Luxury brands, Purchase intentions, UK, India, Value perceptions

Identifiers

Local EPrints ID: 430381
URI: http://eprints.soton.ac.uk/id/eprint/430381
ISSN: 0148-2963
PURE UUID: a882c034-2d57-4714-9735-23e92ddb233c
ORCID for Paurav Shukla: ORCID iD orcid.org/0000-0003-1957-8622

Catalogue record

Date deposited: 26 Apr 2019 16:30
Last modified: 07 Oct 2020 02:24

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