Measuring Consumers’ Luxury Value Perception: A Cross-Cultural Framework
While the consumption of prestige or status products involves purchasing a higher-priced product to embellish
one‘s ego (Eastman et al. 1997), the term ―luxury‖ and the consumption of luxury goods involves purchasing a
product that represents value to both, to the individual and their reference group. Therefore, in addition to the
socially oriented luxury brand consumption and the human desire ‗to impress others‘, a personally oriented type
of consumption should be considered in the marketing management of luxury brands. Referring to personal and
interpersonal oriented perceptions of luxury, it is expected that different sets of consumers would have...