Luxury Consumers and Luxury Brand Management in China

2014 ◽  
pp. 200-221 ◽  
Author(s):  
Tingting Mo ◽  
Elyette Roux
Keyword(s):  
Consumer Behavior ◽  
Emerging Markets ◽  
Consumer Culture ◽  
Brand Management ◽  
Luxury Brands ◽  
Chinese Consumers ◽  
Luxury Consumption ◽  
Value Perceptions ◽  
Chinese Consumer ◽  
And Behavior

Luxury consumption in emerging markets is strongly influenced by Western consumer culture. However, few academic studies have investigated the psychology and behavior of these consumers. China is one of the most important emerging luxury markets. The aim of this chapter is to investigate Chinese consumer behavior and motives regarding luxury consumption. The authors validate an updated version of Wiedmann et al.'s (2009) scale of luxury value perceptions in China to better understand Chinese consumers' luxury consumption motivations. A segmentation of Chinese luxury consumers is performed to characterize different consumption tendencies. The implications of these results are linked to an analysis of selected Chinese luxury brands to explore the avenues that may lead Chinese luxury brands to success.

When others show off my brand: self-brand association and conspicuous consumption

2019 ◽  
Vol 32 (6) ◽  
pp. 1214-1225 ◽  
Author(s):  
Jie Li ◽  
Shuojia Guo ◽  
Jonathan Z. Zhang ◽  
Liben Sun
Keyword(s):  
Social Class ◽  
Brand Management ◽  
Conspicuous Consumption ◽  
Mediating Effect ◽  
Future Research ◽  
Luxury Brands ◽  
Luxury Consumption ◽  
Content Type ◽  
Brand Association ◽  
The Relationship

Purpose The purpose of this paper is to investigate the effect of conspicuous consumption on brand attitudes in the context of luxury brands market in China. Design/methodology/approach Two studies are conducted to test three hypotheses. In Study 1, the authors examine the mediating effect of self-brand association (SBA) on the relationship between social class and conspicuous consumption (H1 and H2); In Study 2, the authors examine the effect of observing others’ conspicuous consumption on the observer’s SBA (H3). Findings Results show that SBA negatively mediates the relationship between social class and conspicuous consumption. Moreover, the negative effect on SBA of observing conspicuous brand usage varies by social class. Research limitations/implications The current study focused on the principal linkage between social class, SBA and conspicuousness, and future research could examine the influence of different personality traits on luxury consumption or the existence of sub-types or variants of conspicuous brand users. Originality/value The present study has important implications for luxury brand management, and provides rich insights to consumers’ motivations that lead to distinctive luxury consumption behaviors.

Pengaruh Lintas Budaya Pada Pemasaran Internasional Dengan Pendekatan Perilaku Konsumen

2017 ◽  
Vol 1 (2) ◽  
pp. 168-176
Author(s):  
Endy Gunanto ◽  
Yenni Kurnia Gusti
Keyword(s):  
Consumer Behavior ◽  
Marketing Strategy ◽  
Consumer Culture ◽  
International Organization ◽  
Future Research ◽  
Special Issue ◽  
Cross Culture ◽  
Several Variables ◽  
Cultural Orientations ◽  
The Impact

In this article we present a conceptual of the effect of cross culture on consumer behavior incorporating the impact of globalization. This conceptual idea shows that culture inûuences various domains of consumer behavior directly as well as through international organization to implement marketing strategy. The conceptual identify several factors such as norm and value in the community, several variables and also depicts the impact of other environmental factors and marketing strategy elements on consumer behavior. We also identify categories of consumer culture orientation resulting from globalization. Highlights of each of the several other articles included in this special issue in Asia region. We conclude with the contributions of the articles in terms of the consumer cultural orientations and identify directions for future research.

ARE CHINESE CONSUMERS READY FOR CHINESE LUXURY BRANDS?

2014 ◽  
Author(s):  
Nicola Bellini ◽  
◽  
Klaus Heine ◽  
Serena Rovai ◽  
Jiaxun He
Keyword(s):  
Luxury Brands ◽  
Chinese Consumers

Consumer Behavior in Emerging Markets

2018 ◽  
pp. 218-240 ◽  
Author(s):  
Raquel Castaño ◽  
David Flores
Keyword(s):  
Consumer Behavior ◽  
Emerging Markets ◽  
Emerging Market ◽  
High Income ◽  
Future Research ◽  
Psychological Processes ◽  
Developed Markets ◽  
Contextual Characteristics ◽  
Initial Framework

Emerging markets are substantially different from markets in high-income, industrialized societies. While many aspects of consumer behavior are the result of inherent psychological processes and are, thus, generalizable across countries and cultures, the specific contextual characteristics of emerging markets can significantly influence other aspects of consumer behavior. In this chapter, we explore the behavior of emerging market consumers. This chapter reviews the existing literature and proposes an initial framework delineating the main differences between emerging markets and developed markets consumers that describe how consumers in these societies recognize a need for, select, evaluate, buy, and use products. The chapter discusses the issues and contributions of the research on emerging consumers and presents implications of extant research for international managers. Finally, the chapter elaborates on an agenda for future research in this area.

Consumer movements, brand activism, and the participatory politics of media: A conversation

2021 ◽  
pp. 146954052110139
Author(s):  
Robert V Kozinets ◽  
Henry Jenkins
Keyword(s):  
Consumer Culture ◽  
Brand Management ◽  
Participatory Culture ◽  
Fan Studies ◽  
Global Culture ◽  
Consumer Activism ◽  
Participatory Politics ◽  
Consumer Movements ◽  
The Impact ◽  
Consumer Culture Theory

This is a scripted adaptation of a conversational podcast interview between Henry Jenkins and Robert Kozinets about contemporary consumer activism and its relationship to media studies. After the interview, the conversants agreed to develop the transcript of the conversation in order to be more relevant to a scholarly audience who are interested in how Jenkins’ ideas apply to the understanding and investigation of consumer culture today. The conversation frames and synthesizes a range of thinking around activism, fan studies, brand management, and consumer culture theory. Couched in the American context but containing themes that may also relate to global culture in the current moment, it covers the theoretical as well as the pragmatic concerns of many of the stakeholders in the world of contemporary consumer activism, from the activists themselves to the brand managers who respond to their actions to the creators who write the stories that inspire them both. Topics include the relevance of participatory culture today, anti-racism and the role of media, consumer conflicts with brands and the corporations who police them, the importance of civic imagination to civic engagement, differences between brand managers and story creators, consumer activism in the workplace, activist and participatory approaches to civic research, the nature of contemporary consumer activist movements, the impact of intersectionality, and the prefigurative possibilities for change today.

scholarly journals Which Bag? Predicting Consumer Preferences for a Luxury Product With a Discrete Choice Experiment

2021 ◽  
pp. 183933492199950
Author(s):  
Canie K.Y. Chu Lo ◽  
Suzan Burton ◽  
Regan Lam ◽  
Paul Nesbit
Keyword(s):  
Discrete Choice Experiment ◽  
Discrete Choice ◽  
Choice Experiment ◽  
Consumer Preferences ◽  
Conspicuous Consumption ◽  
Individual Characteristics ◽  
Luxury Brands ◽  
Chinese Consumers ◽  
Enormous Amount ◽  
Luxury Products

Limited research has described a segment of consumers who prefer subtly branded luxury products, rather than conspicuous consumption. However, in comparison with the enormous amount of research mentioning conspicuous consumption, there has been only very limited research into “inconspicuous consumption,” leading to calls for more research in the area. In this article, we describe a discrete choice experiment examining the luxury product preferences of Chinese consumers, the largest market segment for luxury products. We describe and test a theoretical model investigating how product characteristics (logo prominence, price, and brand), peers’ attitudes and behaviors, and other individual characteristics influence consumers’ choice of a luxury bag. For each brand, a prominent logo was preferred, but a very large minority preferred a subtle logo. However, the effect of price, attitudinal and social factors varied across luxury brands. Implications for research and practice are discussed.

How Consumers’ Political Ideology and Status-Maintenance Goals Interact to Shape Their Desire for Luxury Goods

2018 ◽  
Vol 82 (6) ◽  
pp. 132-149 ◽  
Author(s):  
Jeehye Christine Kim ◽  
Brian Park ◽  
David Dubois
Keyword(s):  
Semantic Priming ◽  
Political Ideology ◽  
Social Stability ◽  
Sociodemographic Characteristics ◽  
Luxury Brands ◽  
Luxury Consumption ◽  
Luxury Goods ◽  
Conservative Ideology ◽  
The Status ◽  
Maintenance Goals

This research distinguishes between the goal of maintaining status and advancing status and investigates how consumers’ political ideology triggers sensitivity to a status-maintenance (vs. status-advancement) goal, subsequently altering luxury consumption. Because conservative political ideology increases the preference for social stability, the authors propose that conservatives (vs. liberals) are more sensitive to status maintenance (but not status advancement) and thus exhibit a greater desire for luxury goods when the status-maintenance goal is activated. Six studies assessing status maintenance using sociodemographic characteristics (Studies 1, 2, and 3a) and controlled manipulations, including ad framing (Study 3b) and semantic priming (Studies 4 and 5), provide support for this proposition. The studies show that the effect is specific to status maintenance and does not occur (1) in the absence of a status goal or (2) when the status-advancement goal (a focus on increasing status) is activated. Overall, the findings reveal that conservatives’ desire for luxury goods stems from the goal of maintaining status and offer insights into how luxury brands can effectively tailor their communications to audiences with a conservative ideology.

A model for managing service encounters for neo-luxury consumers

2016 ◽  
Vol 8 (1) ◽  
pp. 41-52 ◽  
Author(s):  
Bonnie Canziani ◽  
Kittichai Watchravesringkan ◽  
Jennifer Yurchisin
Keyword(s):  
Social Class ◽  
Brand Management ◽  
Service Providers ◽  
Future Research ◽  
Service Encounters ◽  
Theoretic Model ◽  
Luxury Brands ◽  
Content Type ◽  
Consumer Markets ◽  
Future Research Directions

Purpose – This paper aims to explore a theoretical relationship among perceptions of consumer social class, the perceived legitimacy of customer requests for service and the delivery of intangible services. It focuses the discussion on service firm encounters with non-traditional consumers seeking to purchase from luxury brands. Design/methodology/approach – The paper reviews the literature for current trends in strategies of luxury brands and characteristics of evolving global and Asian consumer markets for luxury and neo-luxury goods and draws a theoretic model with propositions. Findings – Evidence suggests that service providers can improve efforts to expand services to the newly rich and trading-up neo-luxury consumer markets by focusing on the intangible elements of the service delivery system. Particular emphasis is placed on enhancing employee treatment of neo-luxury customers during service encounters by understanding the influence of employee perceptions of consumer social class and evaluations of the perceived legitimacy of customer requests for service. Originality/value – The paper contributes to the theoretical discussion in luxury brand management by suggesting that employees are influenced by impressions of customer worth and other attributes when determining responses to customers during service encounters. Implications for practitioners and future research directions for academics based on the framework are presented.

scholarly journals New trends in the Chinese diet: cultural influences on consumer behaviour

2016 ◽  
Vol 5 (2) ◽  
Author(s):  
Teresa Del Giudice ◽  
Giovanni Cicia ◽  
Klaus G. Grunert ◽  
Athanasios K. Krystallis ◽  
Yanfeng Zhou ◽  
...  
Keyword(s):  
Cultural Influences ◽  
Major Elements ◽  
Food Culture ◽  
Chinese Society ◽  
Chinese Consumers ◽  
Initial Attempt ◽  
Cultural Changes ◽  
Chinese Consumer ◽  
Food Taking ◽  
Culinary Culture

China is one of the most dynamic regions in the world in terms of economic growth and development. Such development has inevitably influenced the structure and habits of Chinese society. Whilst the economic condition of the middle class and high-income segment have steadily improved, cultural changes are also under way: ancient Chinese traditions now include major elements from other cultures, most notably the West (Hsing, 2011). The above scenario is the background to this paper. A structured research-administered survey was developed to investigate the changes in the Chinese consumer food culture: 500 urban participants were randomly selected from six reference cities, covering geographically almost the whole country. This study aims not only to analyze the propensity of consumers to include food products from other countries in their ancient Chinese culinary culture, but also represents an initial attempt to perform a market segmentation of Chinese consumers according to their degree of cultural openness toward non-Chinese food, taking into account socio-demographic, cognitive and psychographic variables.

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