Luxury Values Perceptions in Chinese and English: Deviation from National Cultures

Abstract

Studies of cross-cultural luxury values perceptions (LVPs) emphasize the consideration of different cultures. This study argues that certain LVPs in the West and China deviate from Hofstede's cultural dimensions. This study investigates the perception of four values: high social status, high quality, uniqueness and modernity. Drawing on explicit and implicit epithets of Martin and White's Appraisal framework, the textual characteristics of the four values in parallel corpora: English 17,268 words and Chinese 19,103 words are examined against Hofstede's cultural dimensions. Results caution against the generality of Hofstede's finding and offer new insights into Chinese luxury marketing.