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The relativity of luxury - a luxury product from a perspective of Polish and foreign consumers


  • Dryl Wioleta

    () (GdaƄsk University)


Luxury product is a very ambiguous concept. The most commonly cited in the literature barrier to the creation of a universal definition of luxury is the relativity of the concept. The relativity of luxury nature of the product takes the form of regional, temporal, economic, cultural, situational, and also due to the individual characteristics of the consumer. It should be therefore considered how to shape the product and which marketing tools should be used, to give and keep a luxury image of it. Analysis of the literature in the field of sciences such as management, sociology, psychology or marketing clearly indicates the growing interest in both the concept of luxury as well as luxury goods. It should be noted, however, that according to the results of research on the perception of luxury, consumers from different countries, cultures show different features of the product as important from the point of view of the luxury nature of the good. The aim of article is identification of differences in the perception of luxury between consumers from different countries, representing different cultures, as well as the specifics of managing a luxury product depending on the country of its origin.

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  • Dryl Wioleta, 2014. "The relativity of luxury - a luxury product from a perspective of Polish and foreign consumers," Journal of Intercultural Management, Sciendo, vol. 6(4-1), pages 25-37, December.
  • Handle: RePEc:vrs:joinma:v:6:y:2014:i:4-1:p:25-37:n:2

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    References listed on IDEAS

    1. Kiminori Matsuyama, 2002. "The Rise of Mass Consumption Societies," Journal of Political Economy, University of Chicago Press, vol. 110(5), pages 1035-1070, October.
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    5. Hult, G. Tomas M. & Keillor, Bruce D. & Hightower, Roscoe, 2000. "Valued product attributes in an emerging market: a comparison between French and Malaysian consumers," Journal of World Business, Elsevier, vol. 35(2), pages 206-220, July.
    6. Sandor Czellar & Gilles Laurent & Bernard Dubois, 2005. "Consumer Segments Based on Attitudes Toward Luxury: Empirical Evidence from Twenty Countries," Post-Print hal-00458399, HAL.
    7. Tynan, Caroline & McKechnie, Sally & Chhuon, Celine, 2010. "Co-creating value for luxury brands," Journal of Business Research, Elsevier, vol. 63(11), pages 1156-1163, November.
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    9. Shukla, Paurav, 2011. "Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: Measuring interfunctional interactions and a cross-national comparison," Journal of World Business, Elsevier, vol. 46(2), pages 242-252, April.
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