Behind Fever: Patterns and Motives of "Chinese Luxury"

“Chinese Luxury” ignited world-wide fever and necessitated enlightening examination of the patterns and reasons of luxury consumption in China. Triple-dimensional motivation scale was developed and tested together the Aided Awareness, Recent Purchase and Dream Value of 36 selected brands. Dream Formula tests and cross-group analysis of motivational differences and relationships among Awareness, Purchase and Value revealed four distinct consumer segments, with varied motivation and demographical characteristics, resulting from historical and cultural impacts, and different growing environment. Further examination outlines a unique Chinese market where “rarity principle” does not hold, possible differentiated marketing practices are suggested accordingly.


Yiping Song and Baijun Zhu (2007) ,"Behind Fever: Patterns and Motives of "Chinese Luxury"", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 299-300.


Yiping Song, Fudan University, China
Baijun Zhu, Fudan University, China


E - European Advances in Consumer Research Volume 8 | 2007

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