A cross-cultural exploratory content analysis of the perception of luxury from six countries

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Godey, B.; Pederzoli, D.; Aiello, G.; Donvito, R.; Wiedmann, K.-P. et al.: A cross-cultural exploratory content analysis of the perception of luxury from six countries. In: Journal of Product and Brand Management 22 (2013), Nr. 3, S. 229-237. DOI: https://doi.org/10.1108/JPBM-02-2013-0254

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To cite the version in the repository, please use this identifier: https://doi.org/10.15488/2715

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Sum total of downloads: 1,047

Purpose: The authors' research was carried out with the aim of analyzing perception of luxury and luxury brands among an international sample of young people. Design/methodology/approach: This article was based on an empirical study among 233 respondents. First, a qualitative analysis of content using the respondents' own words was conducted. Then, to show whether there are differences between countries and significant groups of countries, an analysis of variance (one-way ANOVA) was performed and analyzed with Fisher F-test and post-hoc Duncan tests. Findings: Beyond the belief in the existence of two stable groups of developed and developing countries with regard to luxury, this study shows a situation that requires further analysis. The main results show some strong cross-cultural differences in the perception of luxury, which is multi-faceted as demonstrated by previous studies in this field. Research limitations/implications: Results of this exploratory study confirm that the concept of luxury presents multiple facets, and the authors' analysis provides an in-depth survey of the main categories and attributes that can be used to describe this concept. Although this study was only exploratory in nature, a number of comments can be made to highlight the congruence between the concept of luxury for young people and recent academic literature. Practical implications: To maintain their brand equity, companies in the luxury sector seek to improve their image within younger targets. Managerial implications of the authors' research indicate that international luxury companies should take into consideration the multi-faceted concept of luxury in general, but also the main differences between countries in the continuum between the "status" and "emotional" dimensions of luxury. According to the authors' research, luxury companies cannot adopt a global strategy when addressing the six countries analyzed. Some managerial recommendations are developed in this perspective. Originality/value: The additional value of this article stems from its reliance on a cross-cultural in-depth study between six countries (Italy, France, Germany, China, Japan, and USA). The balance between qualitative and quantitative techniques makes this article particularly relevant when drawing both conceptual and managerial conclusions. © Emerald Group Publishing Limited.
License of this version: Es gilt deutsches Urheberrecht. Das Dokument darf zum eigenen Gebrauch kostenfrei genutzt, aber nicht im Internet bereitgestellt oder an Außenstehende weitergegeben werden. Dieser Beitrag ist aufgrund einer (DFG-geförderten) Allianz- bzw. Nationallizenz frei zugänglich.
Document Type: article
Publishing status: publishedVersion
Issue Date: 2013
Appears in Collections:Wirtschaftswissenschaftliche Fakultät

distribution of downloads over the selected time period:

downloads by country:

pos. country downloads
total perc.
1 image of flag of Germany Germany 225 21.49%
2 image of flag of India India 111 10.60%
3 image of flag of United Kingdom United Kingdom 101 9.65%
4 image of flag of France France 95 9.07%
5 image of flag of United States United States 93 8.88%
6 image of flag of Italy Italy 40 3.82%
7 image of flag of Australia Australia 26 2.48%
8 image of flag of Korea, Republic of Korea, Republic of 22 2.10%
9 image of flag of Indonesia Indonesia 17 1.62%
10 image of flag of Netherlands Netherlands 16 1.53%
    other countries 301 28.75%

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