Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 40-57 |
| Number of pages | 17 |
| Journal | Luxury Research Journal |
| Volume | 1 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 1 Sep 2015 |
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Keywords
- luxury branding
- USA
- UK
- cross-national
- cross-cultural
- value perceptions
- social value
- structural equation modeling
- luxury
- social perceptions
- personal orientation
- functional perceptions
- purchase intentions
Cite this
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Impact of value perceptions on luxury purchase intentions : a developed market comparison. / Chattalas, Michael; Shukla, Paurav.
In: Luxury Research Journal, Vol. 1, No. 1, 01.09.2015, p. 40-57.Research output: Contribution to journal › Article
TY - JOUR
T1 - Impact of value perceptions on luxury purchase intentions
T2 - a developed market comparison
AU - Chattalas, Michael
AU - Shukla, Paurav
PY - 2015/9/1
Y1 - 2015/9/1
N2 - Consumers derive subjective worth of any product of service based on their value perceptions. This study measures the impact of value perceptions on luxury consumption purchase intentions focusing on two of the largest luxury markets holding significant referent influence on consumers worldwide - namely the UK and the USA. Cross-sectional, survey-based methodology and structural equation modelling was employed to collect and analyse the data. The findings suggest that while functional value perceptions drive luxury consumption purchase intentions across both nations, social value has a significant contribution only among US consumers and personal value perceptions only in the UK. The results provide managers opportunities for strategic differentiation and brand positioning of their luxury brand in a cross-national context. The findings demonstrate that while the USA and the UK remain fairly similar on most macro cultural traits, consumer value perceptions differ significantly. Hence, a cautionary approach is advised in making generalised assumptions using national-level cultural indicators at consumer-level decision making.
AB - Consumers derive subjective worth of any product of service based on their value perceptions. This study measures the impact of value perceptions on luxury consumption purchase intentions focusing on two of the largest luxury markets holding significant referent influence on consumers worldwide - namely the UK and the USA. Cross-sectional, survey-based methodology and structural equation modelling was employed to collect and analyse the data. The findings suggest that while functional value perceptions drive luxury consumption purchase intentions across both nations, social value has a significant contribution only among US consumers and personal value perceptions only in the UK. The results provide managers opportunities for strategic differentiation and brand positioning of their luxury brand in a cross-national context. The findings demonstrate that while the USA and the UK remain fairly similar on most macro cultural traits, consumer value perceptions differ significantly. Hence, a cautionary approach is advised in making generalised assumptions using national-level cultural indicators at consumer-level decision making.
KW - luxury branding
KW - USA
KW - UK
KW - cross-national
KW - cross-cultural
KW - value perceptions
KW - social value
KW - structural equation modeling
KW - luxury
KW - social perceptions
KW - personal orientation
KW - functional perceptions
KW - purchase intentions
U2 - 10.1504/LRJ.2015.069806
DO - 10.1504/LRJ.2015.069806
M3 - Article
VL - 1
SP - 40
EP - 57
IS - 1
ER -