The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption
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The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption
UNIVERSITY or LONDON ------ EST 1894 —City Research OnlineCity, University of London Institutional RepositoryCitation: stathopouiou, A. and Balabanis, The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption , G. (2019). The effect of cultural value orientation on consumers' perceptions of luxury value and proclivity for luxury consumption. Journal of Business Research. 102. pp. 298-312. doi: 10.1016/j.jbusres.2019.02.053This is the accepted version of the paper.This version of the publication may diffe The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption r from the final published version.Permanent repository link: https://openaccess.city.ac.uk/id/eprinư23526/Link to published version: http://dx.doi.OrThe effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption
g/i0.i0i6/j.jbusres.20i9.02.053Copyright: City Research Online aims to make research outputs of City, University of London available to a wider audienUNIVERSITY or LONDON ------ EST 1894 —City Research OnlineCity, University of London Institutional RepositoryCitation: stathopouiou, A. and Balabanis, The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption to.Reuse: Copies of full items can be used for personal research or study, educational, or not-for-profit purposes without prior permission or charge. Provided that the authors, title and full bibliographic details are credited, a hyperlink and/or URL is given for the original metadata page and the The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption content is not changed in any way.City Research Online:httpJZojre.naccess..^pWJjcMons^cjiy.Ac.ukThe effect of cultural value orientation on consumersThe effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption
’ perceptions of luxury value and proclivity for luxury consumptionABSTRACTThis paper investigates the effect of Schwartz's (1992) four cultural valueUNIVERSITY or LONDON ------ EST 1894 —City Research OnlineCity, University of London Institutional RepositoryCitation: stathopouiou, A. and Balabanis, The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption measured at the nation level, this study examines the effects of value orientation measured at the individual level. Using survey data from U.S. consumers, the study shows that cultural values influence consumers’ perceptions of the usability, uniqueness, quality, and social luxury values. Self-enh The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption ancement and social luxury values are the key drivers of consumers' proclivity for luxury consumption. A post hoc analysis reveals four luxury consumeThe effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption
rs groups: ‘•unconcerned.” "functionalists.” "moderately-eager.” and “luxury-enthusiasts.” People with high self-enhancement and selftranscendence valUNIVERSITY or LONDON ------ EST 1894 —City Research OnlineCity, University of London Institutional RepositoryCitation: stathopouiou, A. and Balabanis, The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption e highest proclivity for luxury consumption, followed by moderates and functionalists. These findings have marketing implications for segmenting luxury customers in a cross-cultural setting.Keywords: Value orientations; Luxury values; Proclivity for luxury; Luxury consumptionThe effect of cultural v The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption alue orientation on consumers’ perceptions of luxury value and proclivity for luxury consumption1. IntroductionRecent statistics suggest that luxury iThe effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption
tems have a strong appeal in almost all countries of the world, reaching staggering sales figures of €1.2 trillion globally in 2017 (Bain & Co.. 2017)UNIVERSITY or LONDON ------ EST 1894 —City Research OnlineCity, University of London Institutional RepositoryCitation: stathopouiou, A. and Balabanis, The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption ets (Deloitte, 2017). which has increased competition among luxury brands worldwide and has made luxury products more accessible to a wider audience. A closer examination of luxury consumption figures across countries reveals that income disparities do not necessarily explain the varying levels of l The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption uxury consumption. For example, wealthy Scandinavian countries, boasting a very high gross domestic product per capita, have among the lowest luxury cThe effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption
onsumption per capita in Europe (Bernstein Research. 2010). Thus, to explain cross-cultural variation in luxury consumption it is important to look beUNIVERSITY or LONDON ------ EST 1894 —City Research OnlineCity, University of London Institutional RepositoryCitation: stathopouiou, A. and Balabanis, The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption ar. & Laurent. 2005).Luxury consumption can be instrumental for people to achieve goals or aspirations (Vigneron & Johnson. 1999; Wiedmann. Hennigs, & Siebels, 2009; Wong & Ahuvia. 1998). Grouzet’s et al. (2005) work on individual's goal content shows that different cultures emphasize different goal The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption s. In other words, normative pressures from one's culture will affect the goals he or she is expected to achieve via consumption and. specifically inThe effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption
our context, via luxury consumption. However, numerous cross-cultural studies (e.g. Dubois & Laurent. 1993; Dubois. Czellar. & Laurent. 2005; Gentina,UNIVERSITY or LONDON ------ EST 1894 —City Research OnlineCity, University of London Institutional RepositoryCitation: stathopouiou, A. and Balabanis, The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption ell & Dubois, 1996; Tsai, 2005; Vigneron. 2006) which are based on national culture have tailed to offer meaningfully consistent results regarding how culture affects people’s motivations to buy luxury items (see an overview in Hennigs et al. 2012).The focus on most of these studies is on the indivi The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption dualism versus collectivism dimensions of Hofstede (1980) or on Western versus Eastern cultures. Some researchers (e.g. Dubois & Laurent. 1993; DuboisThe effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption
. Czellar. & Laurent. 2005: Godey el al. 2013: Le Monkhouse et al.. 2012) reveal that across cultures there are no significant differences on the valuUNIVERSITY or LONDON ------ EST 1894 —City Research OnlineCity, University of London Institutional RepositoryCitation: stathopouiou, A. and Balabanis, The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption under investigation are important in all cultures but may vary in strength. Another group of researchers (e.g. Shukla, 2010, 2012: Shukla & Purani, 2012) identify some differences across cultures but they cannot detect a clear cultural pattern. Taking as an example the importance of uniqueness valu The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption e or exclusivity of luxuries across cultures the following contradictory findings are observed: (i) Gentina et al. (2016) findings show that these valThe effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption
ues are more important in individualistic countries; (ii) Shulkla (2012) shows that these values are significant only to UK consumers and not to US coUNIVERSITY or LONDON ------ EST 1894 —City Research OnlineCity, University of London Institutional RepositoryCitation: stathopouiou, A. and Balabanis, The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption ndividualistic cultures. In addition, regarding cultural differences in the social type of values derived from luxuries: (i) Shulkla (2012) shows that conspicuousness of luxuries (a dimension of social value) is equally unimportant to both individualistic (USA and UK) and collectivistic (India and M The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption alaysia) cultures; (ii) Shukla and Purani (2012) find that the other-directed symbolic value of luxuries (a type of social value) is equally importantThe effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption
to both individualistic (UK) and collectivistic (India) cultures; and (iii) Hennigs et al. (2012) show that there is no clear cultural pattern in theUNIVERSITY or LONDON ------ EST 1894 —City Research OnlineCity, University of London Institutional RepositoryCitation: stathopouiou, A. and Balabanis, The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption ividualistic Americans and French, and in the same study the individualistic Americans and French appreciate more the social value of luxuries than the collectivistic Spaniards. 1 inally, regarding the cross cultural differences in the quality value of luxuries: (i) Tsai (2015) shows that quality is The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption equally important across Asia Pacific, Western F.urope and North America; (ii) Shulka (2012) finds that quality is more important in individualisticThe effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption
(UK and USA) than colleclivislic (India and Malaysia) cultures: and (iii) Shukla and Purani (2012) find that quality is significant in individualisticUNIVERSITY or LONDON ------ EST 1894 —City Research OnlineCity, University of London Institutional RepositoryCitation: stathopouiou, A. and Balabanis, The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption sumption cannot be explained by the cultural profiles of the countries these studies have used.One reason for these inconclusive results may have to do with the lack of consensus on values within a given culture, as empirically demonstrated by Fischer and Schwartz (2011). Accordingly. Schwartz (2014 The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption a. p. 1) warns that these findings "pose a serious challenge to theories that view cultures as shared meaning systems.” In the literature there is eviThe effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption
dence that there is wiihin-country variation and belween-country similarities in terms of cultural values (Kaasa. Vadi & Varblane. 2014; Taras & SteelUNIVERSITY or LONDON ------ EST 1894 —City Research OnlineCity, University of London Institutional RepositoryCitation: stathopouiou, A. and Balabanis, The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption nsumption where there are many similarities across the luxury segments cross-culturally (Hennigs et al.. 2012).Schwartz (2014) further criticizes models based on the assumption that values are shared and on the practice of averaging values across countries to determine culture, lie proposes that cul The effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption ture operates as a latent, normative system of pressure on individuals. Building on Schwartz’s (2014) criticism, the present study examines the role oThe effect of cultural value orientation on consumers perceptions of luxury value and proclivity for luxury consumption
f luxury consumption in a country in such a way as to challenge models that conceptualize culturevalues as country-level aggregates. Specifically, weGọi ngay
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