They are not all same: variations in Asian consumers-value perceptions of luxury brands

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• 作者：Paurav Shukla ; Jaywant Singh ; Madhumita Banerjee
• 关键词：Value perceptions ; Luxury brands ; Horizontal/vertical collectivistic cultures ; Asian consumers ; China ; India ; Indonesia ; Emerging markets
• 刊名：Marketing Letters
• 出版年：2015
• 出版时间：September 2015
• 年：2015
• 卷：26
• 期：3
• 页码：265-278
• 全文大小：259 KB
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• 作者单位：Paurav Shukla (1)
  Jaywant Singh (2)
  Madhumita Banerjee (3)
  
  1. Glasgow Caledonian University, 40 Fashion Street, Spitalfields, London, E1 6PX, UK
  2. Kingston Business School, Kingston University, Kingston upon Thames, Surrey, KT2 7LB, UK
  3. School of Business Administration, American University of Sharjah, PO Box 26666, Sharjah, United Arab Emirates
  
• 刊物类别：Business and Economics
• 刊物主题：Economics
  Marketing
  
• 出版者：Springer Netherlands
• ISSN：1573-059X

文摘

Asian markets are steadily becoming key growth regions for luxury brands. However, despite the growth, many luxury brand firms are unable to obtain the desired economic returns through their marketing strategies in Asia. Often these firms treat consumers across Asian markets as homogenous groups, which could lead to inaccurate luxury brand management strategy. Additionally, there is limited understanding of consumer value perceptions toward luxury brands across the Asian markets. Employing impression management theory and the horizontal/vertical collectivistic cultural distinctions, this study examines differences and similarities in constituent luxury value perceptions across three prominent Asian markets, namely China, India, and Indonesia. The results of a quantitative survey conducted with 626 real luxury consumers in these three countries identify variations in perceptions of symbolic, experiential, and functional value of luxury brands. The study contributes to knowledge on constituent luxury value perceptions, along with providing theoretical explanations for the differences between consumers across Asian markets. With the emerging novel insights on Asian consumers, luxury brand firms can align their marketing strategies to respective markets by leveraging the similarities and differences in consumer value perceptions. This approach, informed by empirical evidence, will enhance luxury brands-competitiveness and profit opportunities in the high-growth Asian markets. The study identifies a number of future research directions.