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The Influence of Culture and Gender in Luxury Brand Consumption: A Comparison Across Western and Eastern Culture Consumers

Éric Tafani et al.

Journal of International Marketing2024https://doi.org/10.1177/1069031x241235629article
AJG 3ABDC A
Weight
0.63

Abstract

Culture and gender differences in values associated with luxury consumption are investigated. Two Western individualistic-oriented countries with mature luxury markets (France and the United States) and two Eastern collectivistic-oriented countries with developing luxury markets (the United Arab Emirates and China) are compared using a previously developed model of luxury values. Main results indicate that refinement, heritage, and, to a lesser extent, exclusivity receive greater emphasis in Western rather than Eastern countries. Chinese and U.S. consumers place particular emphasis on elitism. Additionally, gender shapes the importance placed on luxury values: men emphasize elitism (and exclusivity in Western countries only), whereas women emphasize refinement. Furthermore, adherence to own-gender beliefs (i.e., traits attributed to one's gender) fully mediates gender influence within all four countries. Theoretical implications are discussed based on major frameworks of national culture and the social structural theory. Managerial implications in terms of cultural and gendered adaptation of marketing strategies are considered.

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https://doi.org/https://doi.org/10.1177/1069031x241235629

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@article{éric2024,
  title        = {{The Influence of Culture and Gender in Luxury Brand Consumption: A Comparison Across Western and Eastern Culture Consumers}},
  author       = {Éric Tafani et al.},
  journal      = {Journal of International Marketing},
  year         = {2024},
  doi          = {https://doi.org/https://doi.org/10.1177/1069031x241235629},
}

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Evidence weight

0.63

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.73 × 0.4 = 0.29
M · momentum0.78 × 0.15 = 0.12
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.