Research Handbook on Luxury Branding
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Research Handbook on Luxury Branding

Edited by Felicitas Morhart, Keith Wilcox and Sandor Czellar

Unique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future research and management in the field. Featuring contributions from an international team of top-level researchers, this Handbook offers analysis and discussion of the profound socioeconomic, psychological, technological and political changes that are affecting the luxury industry, and that will continue to shape its future.
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Chapter 6: Luxury brand consumption in emerging economies: review and implications

Kineta Hung and David K. Tse

Abstract

The market for luxury brands has been growing rapidly in emerging economies over the past decade; yet, there are salient gaps in our knowledge. This chapter traces the socio-institutional forces that have given rise to the current market landscape in emerging economies. It then examines the literature on luxury brand consumption and delineates the personal motivations (e.g., achievement celebration, identity affirmation), social motivations (e.g., self-expression, image enhancement) and cultural theories (e.g., face-saving, family-pride) relevant to emerging economy consumers’ motives for luxury brand consumption. Using Chinese consumers as the point of departure and supplementing the conceptualization with insights from studies on Russian and Indian consumers, the chapter identifies four distinct groups of luxury brand consumers: global materialists, millennials, nostalgic compensators, and Tuhao consumers. The four groups are purported to emphasize intrinsic versus extrinsic motivations, and carry a present-to-future versus a past-to-present temporal orientation. The research and managerial implications are discussed.

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