Marketing Letters

, Volume 16, Issue 2, pp 115–128 | Cite as

Consumer Segments Based on Attitudes Toward Luxury: Empirical Evidence from Twenty Countries

  • Bernard Dubois
  • Sandor Czellar
  • Gilles Laurent


This article proposes an international segmentation of consumers based on their attitudes toward luxury. We perform a two-stage empirical study with a data set that combines samples from 20 countries. We provide a substantive interpretation of the results to show that three attitude segments dominate in a Western cultural context. We discuss several directions for future research based on the findings.


luxuries international marketing research latent-class segmentation mixture models 


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Copyright information

© Springer Science + Business Media, Inc. 2005

Authors and Affiliations

  • Bernard Dubois
    • 1
  • Sandor Czellar
    • 1
  • Gilles Laurent
    • 1
  1. 1.HEC School of ManagementJouy-en-JosasFrance

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