Impact of Personal Orientation on Luxury-brand Purchase Value
An International Investigation
Shu-pei TsaiShih Hsin University in Taiwan
INTRODUCTION
In earlier days, luxury brands were the preserve of the privileged few, but now they have become more affordable to many more middle-market consumers. Take Britain, for instance: spending on luxuries has increased by 50% in the last decade, compared to a rise of 7% on basics (Keane & McMillan 2004). Due to this trend, luxury brands that feature premium price, prestigious name and global market play an increasingly important role in profit generation for not a few international...