EXAMINING THE INFUENCE OF CULTURAL EXPERIENCE ON CONSUMERS’ AUTHENTICITY EVALUATION OF LUXURY BRANDS

Qing Wang, Martin Liu

LanguageENG
URLhttp://db.koreascholar.com/Article/Detail/315056

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Global Marketing Conference

2016 Global Marketing Conference at Hong Kong (2016.07)
p.836

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

Abstract

This research explored how experiencing a country’s cultural heritage influences consumers’ authenticity evaluation of its luxury brands. It showed authenticity was culturally constructed and perception was influenced by marketing means selectively exposing the consumers to different brand attributes. It contributes to transcultural research by linking cultural attributes to brand authenticity attributes.

Keyword

cultural experience consumer authenticity evaluation luxury brand brand attribute

Author

Qing Wang(Warwick University, UK)
Martin Liu(Nottingham University Ningbo Campus, China)

KOREASCHOLAR

EXAMINING THE INFUENCE OF CULTURAL EXPERIENCE ON CONSUMERS’ AUTHENTICITY EVALUATION OF LUXURY BRANDS