Measuring Consumers’ Luxury Value Perception: a Cross-Cultural Framework
Wiedmann, Hennigs, Siebels / Measuring Consumers‘ Luxury Value Perception: A Cross-Cultural Framework
Measuring Consumers’ Luxury Value Perception: A Cross-Cultural Framework
Klaus-Peter Wiedmann Institute of Marketing and Management Leibniz University of Hanover Nadine Hennigs Institute of Marketing and Management Leibniz University of Hanover Astrid Siebels Institute of Marketing and Management Leibniz University of Hanover
Klaus-Peter Wiedmann is Chair of the Marketing Department and a Professor of Marketing, Nadine Hennigs and Astrid Siebels are Research Assistants at the Institute of Marketing and Management, Leibniz University of Hanover, Germany. Correspondence concerning this article should be addressed to Professor Klaus-Peter Wiedmann, Institute of Marketing and Management, Leibniz University of Hanover, Koenigsworther Platz 1, 30167 Hanover, Germany, Phone (+49) 511 762 4862, Fax (+49) 511 762 3142, Email: wiedmann@m2.uni-hannover.de. The authors would like to express their gratitude for the thorough, helpful, and encouraging comments of the Special Issue Editor, John B. Ford, and the anonymous reviewers. This article is part of a special issue on ―CrossCultural Issues in Marketing Research‖ edited by John B. Ford.
EXECUTIVE SUMMARY In view of the dynamic growth in the luxury market and the availability of luxury goods to a wider range of consumers than ever before, the luxury market has transformed from its traditional conspicuous consumption model to a new experiential luxury sensibility marked by a change in the way consumers define luxury. In a global context, it is critically important for luxury researchers and marketers to understand why consumers buy luxury, what they believe luxury is and how their perception of luxury value impacts their buying behavior. The main contribution of the present paper is to develop an integrated conceptual framework of consumers‘ luxury value perception for researchers and marketers of luxury goods who may
Measuring Consumers’ Luxury Value Perception: A Cross-Cultural Framework
Klaus-Peter Wiedmann Institute of Marketing and Management Leibniz University of Hanover Nadine Hennigs Institute of Marketing and Management Leibniz University of Hanover Astrid Siebels Institute of Marketing and Management Leibniz University of Hanover
Klaus-Peter Wiedmann is Chair of the Marketing Department and a Professor of Marketing, Nadine Hennigs and Astrid Siebels are Research Assistants at the Institute of Marketing and Management, Leibniz University of Hanover, Germany. Correspondence concerning this article should be addressed to Professor Klaus-Peter Wiedmann, Institute of Marketing and Management, Leibniz University of Hanover, Koenigsworther Platz 1, 30167 Hanover, Germany, Phone (+49) 511 762 4862, Fax (+49) 511 762 3142, Email: wiedmann@m2.uni-hannover.de. The authors would like to express their gratitude for the thorough, helpful, and encouraging comments of the Special Issue Editor, John B. Ford, and the anonymous reviewers. This article is part of a special issue on ―CrossCultural Issues in Marketing Research‖ edited by John B. Ford.
EXECUTIVE SUMMARY In view of the dynamic growth in the luxury market and the availability of luxury goods to a wider range of consumers than ever before, the luxury market has transformed from its traditional conspicuous consumption model to a new experiential luxury sensibility marked by a change in the way consumers define luxury. In a global context, it is critically important for luxury researchers and marketers to understand why consumers buy luxury, what they believe luxury is and how their perception of luxury value impacts their buying behavior. The main contribution of the present paper is to develop an integrated conceptual framework of consumers‘ luxury value perception for researchers and marketers of luxury goods who may