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Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay


  • Li, Guoxin
  • Li, Guofeng
  • Kambele, Zephaniah


A better understanding of the Chinese consumption of luxury fashion brands may assist the fashion industry when targeting China as the soon-to-be largest consumer market. This study aims to examine Chinese consumers' willingness to pay for luxury fashion brands related to their fashion lifestyle and perceived value. Practicality fashion lifestyle, perceived social/emotional value, perceived utilitarian value, and perceived economic value were found to have a significant influence on the willingness of Chinese consumers to pay for luxury fashion brands in a multiple regression model (n=480). This research also examines the different effects of fashion lifestyles and perceived value on willingness to pay among four groups characterized by different previous genuine and counterfeit purchasing experiences. This study deepens understanding of consumer perceptions and behaviors relating to luxury fashion brands in China.

Suggested Citation

  • Li, Guoxin & Li, Guofeng & Kambele, Zephaniah, 2012. "Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay," Journal of Business Research, Elsevier, vol. 65(10), pages 1516-1522.
  • Handle: RePEc:eee:jbrese:v:65:y:2012:i:10:p:1516-1522
    DOI: 10.1016/j.jbusres.2011.10.019

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    References listed on IDEAS

    1. Burmann, Christoph & Jost-Benz, Marc & Riley, Nicola, 2009. "Towards an identity-based brand equity model," Journal of Business Research, Elsevier, vol. 62(3), pages 390-397, March.
    2. Netemeyer, Richard G. & Krishnan, Balaji & Pullig, Chris & Wang, Guangping & Yagci, Mehmet & Dean, Dwane & Ricks, Joe & Wirth, Ferdinand, 2004. "Developing and validating measures of facets of customer-based brand equity," Journal of Business Research, Elsevier, vol. 57(2), pages 209-224, February.
    3. James Horley, 1992. "A longitudinal examination of lifestyles," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 26(3), pages 205-219, May.
    4. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    5. Brun, Alessandro & Caniato, Federico & Caridi, Maria & Castelli, Cecilia & Miragliotta, Giovanni & Ronchi, Stefano & Sianesi, Andrea & Spina, Gianluca, 2008. "Logistics and supply chain management in luxury fashion retail: Empirical investigation of Italian firms," International Journal of Production Economics, Elsevier, vol. 114(2), pages 554-570, August.
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