Luxury the Chinese Way

The impact of value perceptions on purchase intention of sustainable luxury brands in China and the UK

“…Our findings also show that such a halo effect is more salient among Chinese than UK consumers. This is understandable for a less mature luxury market, in which consumers still lack a good understanding of the history, culture, and style related to a luxury brand (Rovai 2016 ).…”

“…The dimension of power distance is closely related to consumers’ needs for exclusivity. The exclusivity of a luxury product and its popularity in the social context are key mechanisms that drive their luxury purchasing, particularly for new emerging luxury buyers—the newly rich and middle class in China (Bazi et al 2020 ; Rovai 2016 ). Having an opportunity to own a luxury product and live a luxury lifestyle enables them to step out of the lower-ranking social classes and emulate upper-class behaviours (Filieri and Lin 2017 ; Karaosman et al 2020 ).…”

“…The dimension of indulgence is linked to hedonistic value in luxury consumption. The extant literature suggests that luxury purchases could also be related to personal choice where consumers satisfy individual’s emotional needs to satisfy the private self (Aliyev and Wagner 2018 ; Rovai 2016 ), rather than the social needs. Such hedonistic value has been linked to sensory pleasure, satisfaction, and aesthetics (Fauchois and Krieg 1991 ; Roux and Floch 1996 ; Vigneron and Johnson 2004 ) and is deemed as important motivation for luxury consumption by both Western and Eastern consumers (Bian and Forsythe 2012 ).…”

Chinese Outbound Shopping Tourism: A Market-Driven Approach for the Luxury and Fashion Industry

“…This means a new focus on spending in sectors such as travel, wellness, house appliances and culture in addition to the fashion and other classical luxury sectors, with a delayed convergence with the global trend towards 'experiential luxury' (Rovai, 2014;Abtan et al, 2014). After decades of uniformism and extremely regulated consumption habits, China's love for luxury cannot be just interpreted as the result of a convergence towards westernized, global patterns of consumption, but reflects a deeper re-appropriation of elements that are key in Chinese culture and are nurtured by a centuries-long history of luxury (Rovai, 2016). This helps to explain the very complex scenario of Chinese luxury markets nowadays.…”

“…On the one hand, at the same time as Chinese consumers show greater brand awareness and an increasing role of buying motivations linked to quality, uniqueness, authenticity and high levels of craftsmanship, both Western multinational corporations and the emerging Chinese brands are facing the competitive challenge of introducing 'Chineseness' in their products' design. On the other hand, this happens in a domestic market whose growth is restrained by a multiplicity of factors from luxury imports regulations affecting luxury garments prices to government 'moral conduct' rules and codes restricting consumption behavior in particular related to corporate gifts (Rovai, 2016).…”