ABSTRACT
INTRODUCTION
LITERATURE REVIEW
    Luxury Brand Consumption, Conspicuous Consumption and Inconspicuous Consumption
    Motivations for Luxury Brand Consumption
    Characteristics of Young Chinese Consumers
RESEARCH METHOD
    Results
    Reasons for Purchasing Luxury Brands
    Perceived values of Luxury Brands
    Attitudes towards Luxury Brand Consumption
DISCUSSION
    Changing Perceived Concept of Luxury and Luxury Brands
    Personal-oriented Motivation and de-luxurious behavior
    Declarations of Competing Interest
    Funding
REFERENCES

• Jing Su(University of Canberra)
• Jee Young Lee(University of Canberra)