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Global identity, perceptions of luxury value and consumer purchase intention: a cross-cultural examination

The Journal of consumer marketing, 2018-11, Vol.35 (5), p.533-542 [Peer Reviewed Journal]

Emerald Publishing Limited ;Emerald Publishing Limited 2018 ;ISSN: 0736-3761 ;EISSN: 2052-1200 ;DOI: 10.1108/JCM-02-2017-2081

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  • Title:
    Global identity, perceptions of luxury value and consumer purchase intention: a cross-cultural examination
  • Author: Yang, Jie ; Ma, Jieqiong ; Arnold, Mark ; Nuttavuthisit, Krittinee
  • Subjects: Behavior ; Celebrities ; Community ; Consumer behavior ; Consumers ; Consumption ; Cultural values ; Culture ; Globalization ; Hypotheses ; Identity ; Perceptions ; Studies
  • Is Part Of: The Journal of consumer marketing, 2018-11, Vol.35 (5), p.533-542
  • Description: Purpose In today’s highly globalized marketplace, it is increasingly important to understand why some consumers prefer luxury goods. This study aims to further explore the relationship between consumers’ global identity, their perceived functional, individual and social value of luxury and their intentions to purchase luxury. Design/methodology/approach Samples from two substantially different cultures, the USA and China, were used to explore the proposed relationships in an intercultural context. Established scales were adapted to measure each of the constructs of interest. The final sample includes 295 US and 247 Chinese participants. Findings By using samples from the USA and China, this study finds that global identity is positively related to purchase intention of luxury products, mediated by perceived functional, individual and social value of luxury. Originality/value Drawing insights from self-verification theory, this research provides a three-path framework to expand the knowledge of consumers’ motivation to purchase luxury.
  • Publisher: Santa Barbara: Emerald Publishing Limited
  • Language: English
  • Identifier: ISSN: 0736-3761
    EISSN: 2052-1200
    DOI: 10.1108/JCM-02-2017-2081
  • Source: ProQuest One Psychology
    ProQuest Central
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