Luxury values perceptions in Chinese and English: Deviation from national cultures

Research output: Contribution to journalArticlepeer-review

Abstract

Studies of cross-cultural luxury values perceptions (LVPs) emphasise the consideration of different cultures. This study argues that certain LVPs in the West and China deviate from Hofstede’s (2001) cultural dimensions. This study investigates the perception of four values: high social status, high quality, uniqueness and modernity. Drawing on explicit and implicit epithets of the Appraisal framework (Martin and White 2005), the textual characteristics of the four values in parallel corpora: English 17,268 words and Chinese 19,103 words are examined against Hofstede’s (2001) cultural dimensions. Results caution against the generality of Hofstede’s finding and offer new insights into Chinese luxury marketing.
Original languageEnglish
Pages (from-to)255-269
JournalJournal of International Consumer Marketing
Volume34
Issue number3
Early online date2 Aug 2021
DOIs
Publication statusPublished - 27 May 2022

Keywords

  • luxury marketing communication
  • luxury values perception (LVP)
  • Hofstede
  • appraisal
  • Chinese culture

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