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Marketing Letters

, Volume 26, Issue 3, pp 265–278 | Cite as

They are not all same: variations in Asian consumers’ value perceptions of luxury brands

Article

Abstract

Asian markets are steadily becoming key growth regions for luxury brands. However, despite the growth, many luxury brand firms are unable to obtain the desired economic returns through their marketing strategies in Asia. Often these firms treat consumers across Asian markets as homogenous groups, which could lead to inaccurate luxury brand management strategy. Additionally, there is limited understanding of consumer value perceptions toward luxury brands across the Asian markets. Employing impression management theory and the horizontal/vertical collectivistic cultural distinctions, this study examines differences and similarities in constituent luxury value perceptions across three prominent Asian markets, namely China, India, and Indonesia. The results of a quantitative survey conducted with 626 real luxury consumers in these three countries identify variations in perceptions of symbolic, experiential, and functional value of luxury brands. The study contributes to knowledge on constituent luxury value perceptions, along with providing theoretical explanations for the differences between consumers across Asian markets. With the emerging novel insights on Asian consumers, luxury brand firms can align their marketing strategies to respective markets by leveraging the similarities and differences in consumer value perceptions. This approach, informed by empirical evidence, will enhance luxury brands’ competitiveness and profit opportunities in the high-growth Asian markets. The study identifies a number of future research directions.

Keywords

Value perceptions Luxury brands Horizontal/vertical collectivistic cultures Asian consumers China India Indonesia Emerging markets 

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Copyright information

© Springer Science+Business Media New York 2015

Authors and Affiliations

  • Paurav Shukla
    • 1
  • Jaywant Singh
    • 2
  • Madhumita Banerjee
    • 3
  1. 1.Glasgow Caledonian UniversityLondonUK
  2. 2.Kingston Business SchoolKingston UniversitySurreyUK
  3. 3.School of Business AdministrationAmerican University of SharjahSharjahUnited Arab Emirates

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