Drivers of China’s Desire for Luxury and Consequences for Luxury Brands

Godart, Frédéric; Zhao, Yue

doi:10.1057/9781137330536_11

Cited by 7 publications

(12 citation statements)

References 3 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…However, in emerging markets, most luxury consumers rise from humble beginnings (Godart and Zhao, 2014). Their luxury consumption is empowered by the wealth they earned themselves because most Chinese families were poor before the economic revolution in 1979 (Kapferer and Valette-Florence, 2019).…”

Section: Literature Reviewmentioning

confidence: 99%

“Income vs. education” revisited – the roles of “family face” and gender in Chinese consumers' luxury consumption

2020

APJML

View full text Add to dashboard Cite

PurposeThe transgenerational influence of inherited family capital on consumers' luxury consumption has been studied recently in the mature luxury market. However, little research explores this topic in the emerging luxury market. In China's Confucian culture, “family face” as part of “family inheritance” has been conceptualized as a factor driving luxury consumption. However, this hypothesis has not been empirically tested. The current research, therefore, seeks to examine the impact of economic and cultural capital on Chinese consumers' luxury consumption within the family inheritance context and the roles that face concern and gender play to reveal the particularities of a specific emerging luxury market.Design/methodology/approachA sample of 324 Chinese consumers was recruited in Shanghai. With the full sample, the author first assessed the effects of economic and educational capital (both personal and family sources) and face concern on luxury consumption using regression analyses. Next, the author conducted the regression analyses again by gender.FindingsUnlike trends in the mature luxury market, Chinese consumers' educational levels do not drive their luxury consumption, and the transgenerational influence of economic and cultural capital functions as a negative factor. Influenced by the patrilineal tradition, higher levels of luxury consumption to compensate for parents' lower income and educational levels and to enhance family face are found only in the male consumer group, but not in the female group.Originality/valueThis research contributes to expanding the current understanding of emerging luxury markets and how the Confucian tradition influences Chinese consumers' luxury consumption through gender role norms.

show abstract

Section: Literature Reviewmentioning

confidence: 99%

“Income vs. education” revisited – the roles of “family face” and gender in Chinese consumers' luxury consumption

2020

APJML

View full text Add to dashboard Cite

show abstract

“…Within the context of CoO research, hybrid brands can be defined as brands that are integrating CoO affiliations to more than one country into their brand identify. Godart and Zhao (2014) introduced the notion of brand hybridity. The authors argue that low-hybridity brands draw their inspiration mainly from one country and high-hybridity brands are characterized by a mix of elements of two or more cultures into a multi-cultural brand identity.…”

Section: What Are Hybrid Products and Brands?mentioning

confidence: 99%

“…Godart and Zhao (2014) introduced the notion of brand hybridity. The authors argue that low-hybridity brands draw their inspiration mainly from one country and high-hybridity brands are characterized by a mix of elements of two or more cultures into a multi-cultural brand identity.…”

Section: What Are Hybrid Products and Brands?mentioning

confidence: 99%

See 1 more Smart Citation

Managing Country-of-Origin Affiliations for Luxury Brand-Building in China

Heine

Atwal

2019

Australasian Marketing Journal

View full text Add to dashboard Cite

The recent wave of luxury ventures in China has created an important need to understand luxury brand-building in China. A critical component of this research domain is the concept of country-of-origin (CoO). Chinese ventures use multiple country associations which makes the country one of the most suitable places to study the new phenomenon of hybrid brands. This marks a new stage in the evolution of CoO research. Findings stemming from a conceptual research and an explorative study are used to develop a conceptual model for managing CoO affiliations for hybrid brands within the context of Chinese luxury brands. Practical implications will help brand managers to understand which CoO facets make a luxury brand ‘Chinese’ and, on the other hand, how to improve brand prestige with Western CoO cues.

show abstract

“…However, in real life, there are various motives behind people's consumption behavior which is difficult to measure by rational economic standards. According to the China Luxury Report released by McKinsey & Company [1], the consumption of luxury goods by Chinese consumers has reached 500 billion yuan, accounting for one-third of the total annual sales of luxury goods worldwide. In addition, the report also shows that among the luxury consumers in China, the number of young consumers (between 18 and 30 years old) is increasing which is a group of customers that cannot be ignored.…”

Section: Introductionmentioning

confidence: 99%

Research on the Influence of Culture Capital on Compensatory Consumption Based on Relative Deprivation Theory

Feng¹,

Hai²

2019

OJBM

View full text Add to dashboard Cite

Compensatory consumption refers to the alternative consumption behavior adopted by individuals to make up for a certain psychological disadvantage or self-threat. It is a new topic worth exploring in the field of consumer behavior. In the past, the research focused on the mechanism of compensatory consumption from the perspective of social identity theory and power. However, few literatures explore the mechanism of compensatory consumption on the base of relative deprivation theory. Therefore, based on the relative deprivation theory, this research explores the mechanism of cultural capital's influence on compensatory consumption, and examines the moderating effects of social support. Through empirical analysis of 357 questionnaire data, the study found that: culture capital negatively affects relative deprivation and compensatory consumption; relative deprivation positively affects compensatory consumption and plays a mediating role between cultural capital and compensatory consumption; social support moderates the relationship between cultural capital and compensatory consumption by weakening individual relative deprivation.

show abstract

Drivers of China’s Desire for Luxury and Consequences for Luxury Brands

Cited by 7 publications

References 3 publications

“Income vs. education” revisited – the roles of “family face” and gender in Chinese consumers' luxury consumption

“Income vs. education” revisited – the roles of “family face” and gender in Chinese consumers' luxury consumption

Managing Country-of-Origin Affiliations for Luxury Brand-Building in China

Research on the Influence of Culture Capital on Compensatory Consumption Based on Relative Deprivation Theory

Contact Info

Product

Resources

About