Ramifications of luxury consumption in East Asian collectivistic cultures

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Del Rio Olivares, Maria
dc.contributor.author Ahponen, Mona
dc.date.accessioned 2017-08-15T14:27:16Z
dc.date.available 2017-08-15T14:27:16Z
dc.date.issued 2016
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/27623
dc.description.abstract When the aim is to understand consumer behaviour as a whole, people around the world cannot be perceived to have similar motives and mind-sets behind luxury goods consumption, as consumers have differing ideologies and worldviews depending on their cultural and societal backgrounds. Existing literature has dissected the characteristics of East Asian collectivistic tradition as well as the background and mind-sets for luxury consumption in collectivistic and individualistic cultures separately. In relation to the previous research, this paper addresses the cultural and societal characteristics of collectivistic cultures which inherently affect the meaning and ramifications of people’s luxury consumption. Accordingly, the findings are compared to those of the existing literature concerning the practice of luxury consumption in individualistic cultures. Findings of this paper suggest that there are four key divergences between collectivistic and individualistic consumer cultures regarding the consumption of luxury products: values which consumers are looking for, understanding the public meanings of luxury consumption (promoting hierarchical status or promoting personal meanings), the weight of group affiliations on consumption decisions and the legitimately perceived reasons for luxury consumption, as in either conforming to group pressure or making personal decisions. A model of cultural approaches to luxury consumption is presented to clarify these interrelationships. Furthermore, implications for East Asian luxury marketers, limitations of the study and possibilities for future research are discussed. en
dc.format.extent 30
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Ramifications of luxury consumption in East Asian collectivistic cultures en
dc.type G1 Kandidaatintyö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword luxury en
dc.subject.keyword collectivism en
dc.subject.keyword individualism en
dc.subject.keyword consumer value en
dc.subject.keyword East Asia en
dc.subject.keyword consumer behaviour en
dc.subject.keyword hedonic en
dc.subject.keyword symbolic en
dc.subject.keyword self-concept en
dc.identifier.urn URN:NBN:fi:aalto-201708156529
dc.type.ontasot Bachelor's thesis en
dc.type.ontasot Kandidaatintyö fi
dc.programme Markkinointi en

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