KOREASCHOLAR

COMPARISON OF LUXURY CONSUMPTION IN USA AND VIETNAM: THE ROLE OF DESIRE FOR STATUS AND COLLECTIVISTIC AND INDIVIDUALISTIC ORIENTATIONS

Thao Phuong Nguyen, George Balabanis
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/299144
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Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
pp.455-460
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The paper examines how culture and desire for status influence the consumption of luxury brands in two culturally dissimilar countries: Vietnam and USA. Based on survey data from the two countries, results confirm that desire for status is a key factor for the consumption of luxuries in both countries. The cultural context of collectivism reinforces the effect of desire for status. Of all the collectivist/individualist orientations, vertical individualism was found to increase desire for status.

Keyword
luxury consumptionindividualistic orientationsociologyluxury consumptiondifferent cultures
Author
  • Thao Phuong Nguyen(Cass Business School- City University London, UK)
  • George Balabanis(Cass Business School- City University London, UK)