A Cross-cultural Comparison Of Luxury Perceived Value And Brand Attitude

Luxury defines beauty; it is art applied to functional items. Like light, luxury is enlightening. They offer more than mere objects, but also provide reference of good taste. By the end of the March 2011, the total luxury consumption in China has reached 10.7 billion dollars which is about a quarter of the global luxury market. China has already ranked the third of country which consumed large amounts of luxury, and will become the world's largest luxury consumer. Luxury and luxury brand consumers can maintain good relations depends on whether consumers can gain more value. Luxury originated in the west, and has more and more consumers in China. Understanding the luxury perceived value and the role of culture in the luxury consumption is very meaningful.Based on the cultural differences between China and the west, this paper conducted a questionnaire survey in both China and the United States by using the empirical research methods, tried to answer the questions:is the luxury perceived social-oriented value and the personal-oriented value different in the cross-cultural context? how reference group influence luxury perceived value and the differences between the perceived value and brand attitude, when the consumers faced with different culture and different consuming circumstance (publicly or privately consumed products). The study shows that the Chinese luxury perceived social-oriented value is higher than the United States', the reference group influence has more strong effect on the luxury perceived value for the publicly consumed products and the more strong effect in the chinese culture, the consumer of high score on perceived value is positive correlated to brand attitude.