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...