Intra and inter-country comparative effects of symbolic motivations on luxury purchase intentions in emerging markets

Shukla, Paurav and Rosendo-Rios, Veronica (2021) Intra and inter-country comparative effects of symbolic motivations on luxury purchase intentions in emerging markets. International Business Review, 30 (1), [101768]. (doi:10.1016/j.ibusrev.2020.101768).

Record type: Article

Abstract

Emerging markets, and especially lower-tier cities within these markets, are seen as the future growth engines for luxury brands. However, extant literature on the drivers of luxury consumption has predominantly focused on Tier-1 cities. Grounded in the theory of network effects, this study offers first such intra and inter-country comparison of the symbolic motivations (i.e. snob, bandwagon and Veblen motivations) underpinning luxury purchases between and within Tier-1 and lower-tier cities in two prominent emerging markets, China and India. The findings offer first account of similarities and differences in consumer motivations that drive luxury consumption within and between these markets. While most luxury brands have ubiquitous strategies for emerging markets, the results will assist managers in developing distinctive brand strategies catering to the intra and inter-country differences.

Text

Shukla and Rosendo Rios Pre-print version 25 Nov 2020 - Accepted Manuscript

Available under License Creative Commons Attribution Non-commercial No Derivatives.

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