Even if the luxury industry is comparatively small in terms of the number of companies in this market, its influence by leading the way for the rest of the marketing world (Ko and Megehee 2011) and its economic importance shouldn't be underestimated. Major markets for luxury brands are no longer limited to developed countries in the West (Bian and Forsythe 2011; Li, Li, and Kambele 2011) which requires the scientific consideration of cultural issues differing considerably in terms of luxury consumption (i.e., Podoshen, Li, and Zhang 2011; Eng and Bogaert 2010). Against this backdrop, a better knowledge of the factors that influence consumers' demand for luxury with respect to cultural differences is necessary to improve marketing strategies for global luxury brands (Hennigs, Wiedmann, and Klarmann 2012). Incorporating relevant theoretical and empirical findings, this study focuses on the antecedents leading to luxury consumption in a cross-national context.
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