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Culture and luxury value perception

Grange, Ségolène
Master thesis
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URI
http://hdl.handle.net/11250/295498
Date
2015-08-07
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  • Master of Science [1530]
Abstract
The aim of this study is to investigate how culture influences the way consumers

perceive luxury. The model used in this paper combines previously developed

frameworks concerning luxury value dimensions with the famous model of

Hofstedes’ cultural dimensions. An online survey has been completed to collect

data to compare responses of consumers from two different countries. Then an

analysis of the data collected has been conducted in order to identify the cultural

influence. . The findings support the idea that the perception of overall luxury

value may be influenced by culture and thus, may vary from one culture to

another. More specifically, the results show that the weight of both functional and

financial values in the overall luxury perception differs significantly depending on

cultures. Moreover this study highlights the fact that, at the same time, this overall

luxury value is also influenced by some demographic characteristics. The

conclusions might help luxury-marketing managers to develop an efficient

product and communication strategy, which takes into account cultural

dimensions’ specificities.
Description
Masteroppgave(MSc) in Master of Science in Business, Marketing - Handelshøyskolen BI, 2015

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