Article2019

Standing out vs fitting in: luxury value perception and acculturation

24 citations0/0 files storedInternational Marketing Review

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Cultural Differences and Values Consumer Perception and Purchasing Behavior

Abstract

Purpose The purpose of this paper is to understand the impact of American culture-oriented values, Chinese culture-oriented values and self-improvement values on luxury value perception through acculturation by examining an acculturated sample (Chinese living in the USA), a host cultural sample (Caucasian-American) and a home cultural sample (Mainland Chinese). Design/methodology/approach In order to examine the acculturative changes of Chinese living in the USA in terms of the influence of American and Chinese culture-oriented values and self-improvement values on their luxury value perception, data were collected via three online samples: host (American), home cultural (Chinese) and acculturated (Chinese living in the USA). Effects of acculturation were tested via comparisons between acculturated to host and home cultural samples. Findings Compared to that of Mainland Chinese and Caucasian-Americans, luxury value perception of Chinese living in the USA is jointly influenced by both American and Chinese culture-oriented values. The influence of cultural values on luxury value perception of Chinese living in the USA is not strengthened by their wish to integrate into the American culture or to maintain their Chinese culture. Nevertheless, Chinese living in the USA show more significant self-improvement (standing out) and conformity (fitting in) motives in luxury value perception when they wish to integrate into the mainstream culture. Originality/value The authors surveyed acculturated sample, host and home cultural samples to test the bidimensional acculturation model (Berry, 1997) in the context of luxury consumption. Although the conceptual model is not fully supported, this research broadens current understanding of the effect of acculturation on luxury value perception.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 24 citations exist upstream.

References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991Culture and the Self: Implications for Cognition, Emotion, and Motivation 1992Universals in the Content and Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries 2000An Integrative Theory of Intergroup Conflict 1997Immigration, Acculturation, and Adaptation 2002Rethinking individualism and collectivism: Evaluation of theoretical assumptions and meta-analyses.1998Assessing Measurement Invariance in Cross‐National Consumer Research 2012Refining the theory of basic individual values.

Cited by

2020“Income vs. education” revisited – the roles of “family face” and gender in Chinese consumers' luxury consumption 2021Luxury goods and their counterfeits in Sub-Saharan Africa: a conceptual model of counterfeit luxury purchase intentions and empirical test 2023What (really) drives consumer love for traditional luxury brands? The joint effects of brand qualities on brand love 2022Mapping Luxury Consumption: A Bibliometric Analysis of Evolution, Antecedents, Outcomes, and Future Directions

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.