In 2010, there were approximately 38.9 million Black Americans residing in the U.S. (Waters, Kasinitz, & Asad, 2014). Caribbean and African-Americans do engage in luxury shopping (Forbes, 2013). A three part theoretical framework has been developed to present this research, including spatial diffusion theory, conspicuous consumption theory, and the Value Chain model. Although there is a vast amount of information on luxury attributes, there is a gap in research surrounding this topic in relation to ethnic groups such as Caribbean and African-American consumers. Hence, the purpose of the study is to examine the impact of luxury brand attributes on Caribbean and African-American consumers. The specific objectives of this study were to identify the main attributes of luxury goods and services; to examine these main attributes and compare Caribbean and African-American consumers; and to study the impact of those attributes on purchase intentions and word-of-mouth on purchase decisions. The study surveyed 440 consumers and interviewed 8 individuals. Participants were West Indians residing in the U.S. and in the Caribbean, and African-Americans residing in the U.S. between the ages of 18 and 64. The data was then analyzed using SPSS. A total of eight (8) interviews were conducted (7 females and 1 male). The consumers ranged from ages 20 to 33. Questions covered the following topics: demographics, lifestyle, sources of appearance, shopping patterns and preferences, and dress and appearance preferences. Texts within the interviews were coded and Cohen’s kappa was also conducted to establish reliability. The main criterion when shopping was style. There were significant differences between Ethnicity and the following: having favorite brands while shopping (Χ2 = 37.741, p = .000); whether or not the respondents’ favorite brands were high fashion (Χ2 = 19.123, p = .000); whether or not respondents liked wearing expensive clothing and/or accessories (Χ2 = 21.200, p = .000); feeling the need to invest in luxury apparel (Χ2 = 20.836, p = .000); respondents thinking that wearing luxury products convey success or accomplishment (Χ2 = 40.936, p = .000); and imitating the way celebrities dress (Χ2 = 37.006, p = .000). The survey revealed that respondents consulted family members, friends, and co-workers for fashion advice. The findings of this study support previous literature in relation to the main attributes of luxury goods. Conspicuous consumption theory explains the behavior of these consumers who may be trying to display their wealth by purchasing expensive items. Word-of-mouth played a significant role in the purchase decisions of both consumer groups. For Caribbean consumers, the main criteria were style and quality, whereas for African-Americans, the main criteria were style and price. Limitations and implications of the study are discussed.

This study was designed to investigate luxury brand co-value creation. A mixed method approach was used to 1) identify encounter attributes of value co-creation, consumer value and brand value and 2) examine the relationships among encounter attributes, consumer value, brand value, and purchase intention to explain the process of value co-creation.

The purpose of this study was to investigate the brand awareness, attributes and purchase behaviors for luxury products in the age of mcluxury. In-depth interviews were conducted to 18 consumers(10 singles, 8 married) in the age range of 20～49 and having purchased luxury products twice in last 1 year. The interviews were directed by a trained mediator according to the interview guidelines and recorded. Interviewees were asked to talk freely and protocols were made for data analysis. Similarities were found regarding the salient attributes, brand awareness of luxury products as known in general; however, the perceived importance of each attribute of luxury products seemed to be changed as mcLuxury has continued. Moreover, the consumers' attitudes toward the luxury products consumption tended to become favorable than before, and the motives to buy luxury products were more valueoriented and self fulfillment rather than display one's wealth. The buying behaviors of luxury products vary among different age groups. However, most of them tended to purchase luxury products at duty-free shops and premium outlets while traveling abroad, or bought them on sale at domestic department stores.