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COO effect in Chinese luxury consumption: Does generation matter?

Author

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  • Andy Hou
  • Béatrice Parguel

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Julia Pueschel

    (Neoma Business School)

Abstract

In this research, we investigate the influence of Chinese consumers' generation on the perception of "Made in China" luxury. This issue is of utmost importance for the Chinese government as Chinese consumers have now become the first luxury consumers in the world while China remains a non-legitimate dwarf in luxury manufacturing. To bridge this gap, we carried a quantitative survey involving 300 Chinese luxury consumers and tested the effect of consumers' age on Chinese luxury products perceived luxury. Potential mediators are considered in our analyses, including consumers' ethnocentrism and innovativeness, materialism, and cultural orientations (i.e., preference for individualism and tradition). The data are currently being collected. Our results will be discussed at the 2023 Global Marketing Conference in Seoul if this research is selected for presentation. They should help position current and future "Made in China" luxury brands and target Chinese luxury consumers.

Suggested Citation

  • Andy Hou & Béatrice Parguel & Julia Pueschel, 2023. "COO effect in Chinese luxury consumption: Does generation matter?," Post-Print hal-04505159, HAL.
    • Handle: RePEc:hal:journl:hal-04505159
    Note: View the original document on HAL open archive server: https://hal.science/hal-04505159
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    References listed on IDEAS

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