Exploring Luxury Value Perceptions in China: Direct and indirect effects

Taking the case of China, this paper examines the relationship between different luxury value dimensions, and explores how these affect consumers’ purchase intentions.
Sun et al.

Exploring luxury value perceptions in China: Direct and indirect effects

Gong Sun

Central University of Finance and Economics, China

Steven D'Alessandro

Charles Sturt University, Australia

Lester W. Johnson

Swinburne University of Technology, Australia

Introduction

As luxury goods become more affordable for middle-class consumers, luxury consumption is an increasingly popular topic among marketing researchers (Ko & Megehee 2012). Studies of the motivations for luxury consumption date back more than 100 years. In his classic sociology treatise ‘The theory of the leisure class’, Veblen (1899) analyses the phenomenon of extensive lavish expenditure among the nouveaux riche in the United...

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