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.

• Thao Phuong Nguyen(Cass Business School- City University London, UK)
• George Balabanis(Cass Business School- City University London, UK)