Article2013

Young Chinese Consumers’ Snob and Bandwagon Luxury Consumption Preferences

Wan‐Hsiu Sunny Tsai · Qinghua Yang · Yu Liu

97 citations0/0 files storedJournal of International Consumer Marketing

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Perception and Purchasing Behavior

Abstract

Recognizing the purchasing power of Chinese shoppers in the global luxury market, this study explores the luxury-brand preferences of a unique transnational consumer community of young, cosmopolitan Chinese consumers. Specifically, the effects of Chinese consumers’ American and Chinese cultural identifications on their snob and bandwagon luxury-brand preferences are examined. The mediating effects of bridging and bonding social capital, consumer susceptibility to normative influence, and consumer need for uniqueness are also considered. Study findings advance existing theoretical understanding of luxury consumption and provide managerial implications for international luxury branding.

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References

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Cited by

2018Increasing Need for Uniqueness in Contemporary China: Empirical Evidence 2022Bandwagon effect revisited: A systematic review to develop future research agenda 2017Do luxury brands successfully entice consumers? The role of bandwagon effect 2021Bandwagon vs snob luxuries: Targeting consumers based on uniqueness dominance 2019Exploring relationship between value perception and luxury purchase intention 2020Personality traits influencing young adults' conspicuous consumption

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