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Intra and inter-country comparative effects of symbolic motivations on luxury purchase intentions in emerging markets

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  • Shukla, Paurav
  • Rosendo-Rios, Veronica

Abstract

Emerging markets, and especially lower-tier cities within these markets, are seen as the future growth engines for luxury brands. However, extant literature on the drivers of luxury consumption has predominantly focused on Tier-1 cities. Grounded in the theory of network effects, this study offers first such intra and inter-country comparison of the symbolic motivations (i.e. snob, bandwagon and Veblen motivations) underpinning luxury purchases between and within Tier-1 and lower-tier cities in two prominent emerging markets, China and India. The findings offer first account of similarities and differences in consumer motivations that drive luxury consumption within and between these markets. While most luxury brands have ubiquitous strategies for emerging markets, the results will assist managers in developing distinctive brand strategies catering to the intra and inter-country differences.

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  • Shukla, Paurav & Rosendo-Rios, Veronica, 2021. "Intra and inter-country comparative effects of symbolic motivations on luxury purchase intentions in emerging markets," International Business Review, Elsevier, vol. 30(1).
    • Handle: RePEc:eee:iburev:v:30:y:2021:i:1:s0969593120301177
    DOI: 10.1016/j.ibusrev.2020.101768
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    2. Lim, Xin-Jean & Cheah, Jun-Hwa & Ngo, Liem Viet & Chan, Kara & Ting, Hiram, 2023. "How do crazy rich Asians perceive sustainable luxury? Investigating the determinants of consumers’ willingness to pay a premium price," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. Bindra, Sunali & Sharma, Deepika & Parameswar, Nakul & Dhir, Sanjay & Paul, Justin, 2022. "Bandwagon effect revisited: A systematic review to develop future research agenda," Journal of Business Research, Elsevier, vol. 143(C), pages 305-317.
    4. Shukla, Paurav & Rosendo-Rios, Veronica & Khalifa, Dina, 2022. "Is luxury democratization impactful? Its moderating effect between value perceptions and consumer purchase intentions," Journal of Business Research, Elsevier, vol. 139(C), pages 782-793.
    5. Mukherjee, Debmalya & Kumar, Satish & Mukherjee, Deepraj & Goyal, Kirti, 2022. "Mapping five decades of international business and management research on India: A bibliometric analysis and future directions," Journal of Business Research, Elsevier, vol. 145(C), pages 864-891.
    6. Pangarkar, Aniruddha & Patel, Jayesh & Kumar, Sampath K., 2023. "Drivers of eWOM engagement on social media for luxury consumers: Analysis, implications, and future research directions," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    7. Rosendo-Rios, Veronica & Shukla, Paurav, 2023. "When luxury democratizes: Exploring the effects of luxury democratization, hedonic value and instrumental self-presentation on traditional luxury consumers’ behavioral intentions," Journal of Business Research, Elsevier, vol. 155(PB).
    8. Eloy Gil-Cordero & Pablo Ledesma-Chaves & Sunghoon Yoo & Heesup Han, 2023. "Luxury tourism and purchase intention factors: a mixed approach applied to luxury goods," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-20, December.
    9. Li, Fajin & Cheng-Xi Aw, Eugene & Wei-Han Tan, Garry & Cham, Tat-Huei & Ooi, Keng-Boon, 2022. "The Eureka moment in understanding luxury brand purchases! A non-linear fsQCA-ANN approach," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

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