The Definition of Affordable Luxury Based on Consumer Perception

摘要

In recent years, "Affordable Luxury" often appears in public vision. Due to rapid expansion and rising sales of affordable luxury brands in recent years, people are no longer strangers to affordable luxury goods. Therefore, many experts and scholars began to pay attention to the affordable luxury brand. Some experts and scholars study the marketing mode and channel analysis of this. But seldom scholars study the definition of affordable luxury. The purpose of this paper is to examine the definition of affordable luxury based on consumer perception through semi-structured deep interview.