| dc.description.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. | nb_NO |
