That’s so Gucci: a comparison of cultural values and the influence of perceived values on luxury goods attitudes and purchase intention among Korean and Dutch millennials

Wong, Ka-Yan Joey; Park, Seong-Yeon

doi:10.1057/s41291-022-00193-3

Cited by 6 publications

(11 citation statements)

References 44 publications

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“…, 2014). While some other studies present a greater number of differences or more pronounced differences (Wong and Park, 2022, Naumova et al. , 2019, Mo and Wong, 2019, Aliyev and Wagner, 2018, Stępień et al.…”

Section: Discussionmentioning

confidence: 92%

“…According to Balabanis and Karpova (2022), consumers feel closer and more connected to brands that fit their own cultural values. The literature highlights that in individualist societies, people are more independent, motivated more by their personal preferences and prioritize their personal goals and pleasure (Wong and Park, 2022, Naumova et al. , 2019, Aliyev and Wagner, 2018).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

“…, 2019, Aliyev and Wagner, 2018). As such, the luxury PI of consumers in Western cultures are more influenced by perceived personal values, including self-expression (Mo and Wong, 2019), perfectionism (high product quality) (Wong and Park, 2022, Aliyev and Wagner, 2018, Cynanthis and Wang, 2015), hedonic value and materialism (Aliyev and Wagner, 2018, Mo and Wong, 2019, Stępień et al. , 2016).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

“…Some luxury values vary between cultures (Aliyev and Wagner, 2018). For instance, collectivists' luxury purchasing behavior is more motivated by social luxury values, whereas personal luxury values are more critical to individualists (Wong and Park, 2022, Nabi et al, 2019, Yu and Sapp, 2019, Aliyev and Wagner, 2018, Cynanthis and Wang, 2015. However, cross-cultural studies on the impact of luxury values on luxury purchase (intentions) remain scarce.…”

Section: Introductionmentioning

confidence: 99%

“…However, cross-cultural studies on the impact of luxury values on luxury purchase (intentions) remain scarce. The limited existing studies often confound culture and religion, as they involve cross-country comparisons in countries with differing majority religions (Wong and Park, 2022, Naumova et al, 2019, Williams, 2019, Suleman et al, 2019, Aliyev and Wagner, 2018, Alzahrani and Copeland, 2017, Cynanthis and Wang, 2015.…”

Section: Introductionmentioning

confidence: 99%

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The interplay of culture, religion and luxury consumption: a cross-national investigation

Al-Issa,

Dens,

Kwiatek

2024

JIMA

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Purpose This study aims to examine differences in the perceived value of luxury as drivers of luxury purchase intentions between individualist and collectivist cultures (at a country level) and consumers of Muslim versus Christian religious backgrounds. Moreover, this study investigates how consumers’ acculturation to the global consumer culture (AGCC) impacts their perceived luxury values. Design/methodology/approach The authors conducted two online survey studies. The first study compares Muslim consumers in Kuwait versus Muslims consumers in the UK. The second study compares the UK Muslim sample to a UK Christian sample. The authors collected data from 600 and 601 respondents, respectively. Partial least square structural equation modeling was used to test this study’s research hypotheses. Findings The perceived personal values of luxury primarily drive consumers’ luxury purchase intentions. The hedonic value of luxury impacts luxury purchase intentions significantly more for Muslims in the UK than in Kuwait. No significant differences were observed between religions. Consumers’ AGCC exerts a positive impact on all included perceived luxury values and more strongly impacts perceived uniqueness for Muslims than for Christians. Originality/value The paper builds on an integrative luxury values framework to examine the impact of luxury values on consumers’ purchasing intentions by studying the moderating effect of culture and religion on these relationships. The study is partly set in Kuwait, an understudied country, and investigates a Muslim minority in the UK.

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Section: Discussionmentioning

confidence: 92%

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

The interplay of culture, religion and luxury consumption: a cross-national investigation

Al-Issa,

Dens,

Kwiatek

2024

JIMA

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Luxury value perceptions and consumer outcomes: A meta‐analysis

Akarsu,

Shaikh,

Maity

2024

Psychology and Marketing

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Luxury value perception is a well‐researched, yet fragmented domain. Extant research reports several dimensions of luxury value perception, where different investigations identify varying dimensions and their impact on several consumer‐related outcomes. However, such findings are inconsistent across studies, which are carried out across various contexts using disparate samples. In this research, we use the Theory of Consumption Value and Economic Theory to provide a comprehensive understanding of the dimensions, outcomes, and moderators of luxury value perception. This investigation synthesizes extant literature through a meta‐analysis to explain the inconsistent findings and offer new insights. The meta‐analysis integrates findings from 64 papers that report 74 separate studies with 32,587 participants/consumers. The impact of the dimensions of luxury value perception (functional, social, emotional, conditional, epistemic, and economic) on consumer outcomes (affective, cognitive, and behavior), and the moderating effects of several moderators (industry type, culture, gender, and publication year) are conceptualized and examined through meta‐analytic techniques. Some relationships are under‐researched in literature and cannot be tested, which provides scope for future investigations. This research is valuable for theory as we offer novel insights and identify boundary conditions that advance theoretical understanding of the domain. Managers will benefit from this holistic understanding as they may apply the insights obtained to formulate nuanced marketing and branding strategies.

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Exploring barriers to secondhand luxury consumption among Chinese consumers and changes during the COVID-19 pandemic

Luo,

Park

2024

Journal of Business Research

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That’s so Gucci: a comparison of cultural values and the influence of perceived values on luxury goods attitudes and purchase intention among Korean and Dutch millennials

Cited by 6 publications

References 44 publications

The interplay of culture, religion and luxury consumption: a cross-national investigation

The interplay of culture, religion and luxury consumption: a cross-national investigation

Luxury value perceptions and consumer outcomes: A meta‐analysis

Exploring barriers to secondhand luxury consumption among Chinese consumers and changes during the COVID-19 pandemic

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