In this research, we investigate the influence of Chinese consumers’ generation on the perception of “Made in China” luxury. This issue is of utmost importance for the Chinese government as Chinese consumers have now become the first luxury consumers in the world while China remains a non-legitimate dwarf in luxury manufacturing. To bridge this gap, we carried a quantitative survey involving 300 Chinese luxury consumers and tested the effect of consumers’ age on Chinese luxury products perceived luxury. Potential mediators are considered in our analyses, including consumers’ ethnocentrism and innovativeness, materialism, and cultural orientations (i.e., preference for individualism and tradition). The data are currently being collected. Our results will be discussed at the 2023 Global Marketing Conference in Seoul if this research is selected for presentation. They should help position current and future “Made in China” luxury brands and target Chinese luxury consumers.

This research examines the relationships among consumption values, affective responses, and patronage intention for luxury brands. The study found that the consumption values positively influenced the consumer engagement and the flow, which in turn had a significant impact on the patronage intention, respectively. The affective responses exercised an important role as mediating variables.

While many marketing researchers conceptualize the binary split between luxury and non-luxury consumers, this paper takes the more refined approach of the heterogenization of the luxury consumer segment by exploring the progressive stages of luxury consumer maturity, reflected by diverging luxury consumption behavior. An argument for a progression of maturity is presented here in terms of making purchases of well-known luxury brands (e.g., Louis Vuitton or Prada) versus more obscure luxury brands (e.g., Marni or Ann Demeulemeester). As brands continue to be acquired by conglomerates (e.g. LVMH, Kering Group, Richemont, etc.), a perspective from luxury holding companies was a logical starting point. In each holding company’s portfolio, brands represent different positions, with the well-known brands occupying the flagship positions within the conglomerate. These brands capitalize on overt usage of branding and logo (which we term as Stage 1 brands). More obscure companies within the major conglomerates or independent fashion houses tend to rely less on branding and have a greater focus on savoir faire and technical applications of material and cut, requiring a higher degree of fashion knowledge (termed here as Stage 3 brands). Stage 2 brands represent the cohort of fashion houses that exist as non-flagship brands within the context of a larger conglomerate. To categorize each participant based on their shopping patterns, we calculate a metric termed here as a “maturity ratio” that falls between 1 and 3 and is used to assign each consumer to a stage. Therefore, we put forth the following hypotheses: Fashion knowledge is the mediating variable that drives progression of consumer maturity. That is, the higher a consumer’s knowledge about fashion, the more mature and discriminating the consumer’s tastes and shopping patterns will be [H1]. Materialism works to encourage consumers to learn more about fashion and therefore have higher fashion knowledge [H2]. A high consumer need-for-uniqueness (CNFU) will lead consumers to learn more about fashion in order to discover ways to stand out from the norm [H3]. Consumers who are self-conscious will have high fashion knowledge due to the pressures of social anxiety to have a socially acceptable outward appearance [H4].

What is purchase motivation for luxury brands? and what kind of process through makes higher cult intention(i.e.,loyalty). How does consumption value affect loyalty? Theoretically, it was studied whether it could be explained. The luxury products and services were divided into categories and surveys were conducted at the national level. This research analyzed the influence of positive affect on cult intention by mediating luxury consumption value with S-O-R frame. The logic was developed with excitation transfer theory. Positive affect, compatibility mediating effect were investigated. Unlike the previous studies that have been recognized as important in terms of symbolic value in luxury brands, it was confirmed that experiential consumption value had the greatest impact. In addition, the influence of functional value and symbolic value had a significant effect. The effect of consumption value on cult intention was mediated by positive affect and compatibility. Therefore, emotional response can be seen as having an effect on cult intention through excitement transfer. These findings suggest that luxury brand marketers need to develop consumer values that can lead to arousal and positive emotional responses to suit consumer lifestyle. The research results are expected to contribute to the experience marketing and the hospitality service of luxury brands.

The purpose of this study is to evaluate the attributes of consumers global luxury fashion brands and to find the impact of consumer value, meaning the social and pleasure values derived from brands on product purchase involvement. The method in this study was analysis of a total of 298 responses to a questionnaire. The results indicate, first of all, that among the attribute evaluations of global luxury brands, traditionality and splurge affect purchasing involvement. However, prestige and originality were found to have no influence on purchasing involvement. Second, the responses to the questionnaire indicate that social and pleasure values had a statistically significant effect on purchase of luxury brands. Third, the value of cross-group attributes evaluation and consumption value to differences in purchase involvement has had statistically significant results. In conclusion, the traditional and Splurge natures of the luxury global fashion industry’s brand, social consumption value and pleasure consumption value affect the level of purchase involvement. This underscores the importance of attribute Evaluation(traditional and splurge) and consumption value(social and pleasure) when planning consumer marketing strategies for global luxury fashion brands in the future.