Cultural Influence on Luxury Value Perceptions: Collectivist vs. Individualist Luxury Perceptions

This study examines differences in luxury value perceptions and their influence on luxury purchase intentions among collectivists and individualists. According to empirical evidence from 1,608 responses to the Brand Luxury Index (BLI), collectivists have stronger perceptions of price-controlled values (i.e., conspicuousness, high quality). Conspicuousness negatively affects luxury purchase intentions among individualists but not among collectivists. High quality positively impacts luxury purchase intentions among collectivists but not among individualists. Hedonism (a consumer-driven luxury value) plays an important role in luxury purchase intentions among individualists. Moreover, a multi-group analysis confirms the differences between the two cultural groups. The extended-self is a universal luxury-value perception on luxury purchase intentions for both groups. Additionally, subjective norms strongly influence luxury purchase intentions in both cultures. Furthermore, the results show that there is a difference in the impact of the uniqueness value on luxury purchase intentions between women and men.