Luxury value perceptions: a cross-cultural perspective

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School of Business | Doctoral thesis (article-based)
Degree programme
69 + app. 68
Aalto University publication series DOCTORAL DISSERTATIONS, 90/2020
Throughout history scholars have devoted significant attention to understand our fascination with luxury. Recently, consumer researchers have explored how and why we ascribe value to luxurious possessions. This thesis examines the key historical and current developments in regards to the construct of luxury and offers an integrative definition that takes into account the generic, trait and experiential aspects of luxury. The thesis further investigates the construct of value through a multi-disciplinary lens and provides an overview of the current debate. Moreover, integral to this thesis is the work carried out in the area of luxury value perception by Shukla (2011, 2012), Shukla and Purani (2012), and Shukla, Singh, and Banerjee (2015) that has resulted in operationalization and examination of luxury value perceptions in cross-cultural setting. Finally, based on the extant scholarly debate, the thesis identifies major themes and highlights critical issues and unanswered questions that would help propel the body of knowledge forward.
The public defense on 17th June 2020 at 12:00 will be available via remote technology. Link: (Meeting ID: 638 8472 8731, password: AaltoPhD) Zoom Quick Guide: Electronic online display version of the doctoral thesis is available by email by request from
Supervising professor
Tikkanen, Henrikki, Prof., Aalto University, Department of Marketing, Finland
luxury, value, cross-cultural, hedonism, conspicuous, status
Other note
  • [Publication 1]: Shukla, Paurav. Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: Measuring interfunctional interactions and a cross-national comparison, Journal of World Business, 2011, 46 (2), 242-252.
    DOI: 10.1016/j.jwb.2010.11.002 View at publisher
  • [Publication 2]: Shukla, Paurav. The influence of value perceptions on purchase intentions in developed and emerging markets, International Marketing Review, 2012, 29 (6), 574-596.
    DOI: 10.1108/02651331211277955 View at publisher
  • [Publication 3]: Shukla, Paurav, Keyoor Purani. Comparing importance of luxury value perceptions in cross-national context, Journal of Business Research, 2012, 65 (10), 1417-1424.
    DOI: 10.1016/j.jbusres.2011.10.007 View at publisher
  • [Publication 4]: Shukla, Paurav, Jaywant Singh, Madhumita Banerjee. They are Not All Same: Variations in Asian Consumers' Value Perceptions of Luxury Brands, Marketing Letters, 2015, 26 (3), 265-278.
    DOI: 10.1007/s11002-015-9358-x View at publisher