From Love to Rebuff: How Culture Shapes the Perception of Luxury Goods Among Consumers

Beata Stępień , Michael Hinner

Abstract

The aim of this chapter is to discuss the grounds for country differences in the customers’ attitudes towards luxury goods. The basis for this discussion are the Social Identity, Communication Accommodation, Expectancy-Value Theory, Theory of Reasoned Action and Expectation Confirmation Theory, attitudes, and attitude formation. We compare other empirical research on consumers’ value perception (CVP) in the luxury sector and the results of our own international e-survey conducted in 5 countries (Germany, Poland, Portugal, Saudi Arabia and Turkey). By comparing opposite market segments, i.e., the stand-outs and the prestige-seekers as well as groups of luxury lovers with luxury opponents we look for grounds of divergent attitudes towards luxury goods. We found that culture, as a very complex phenomenon, shapes the attitudes not only at the national level, but is also reflected in the level of education across countries. That is why a combination of market segments combined with belief systems and levels of education may be a more accurate indicator of consumer attitudes.
Author Beata Stępień (WGM / KZM)
Beata Stępień,,
- Department of International Management
, Michael Hinner - TU Bergakademie Freiberg, Germany
Michael Hinner,,
-
Pages24-47
Publication size in sheets1.15
Book Sarma Sarmistha (eds.): Global Observations of the Influence of Culture on Consumer Buying Behavior, 2018, IGI Global, ISBN 978-15-2252-72-75, [978-15-2252-72-82, 1522527273], 375 p., DOI:10.4018/978-1-5225-2727-5
Keywords in EnglishLuxury goods, consumer behavior, national culture, educational system, attitude towards luxury
DOIDOI:10.4018/978-1-5225-2727-5.ch002
Languageen angielski
Score (nominal)5
Score sourcepublisherList
ScoreMinisterial score = 5.0, 21-04-2020, MonographChapterAuthor
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