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The influence of value perceptions on luxury purchase intentions in developed and emerging markets

Paurav Shukla (Brighton Business School, University of Brighton, Brighton, UK)

International Marketing Review

ISSN: 0265-1335

Article publication date: 26 October 2012

Abstract

Purpose

Despite the growing debate about differences in consumer attitudes and behavior in emerging and developed markets, there is little research on the differences in consumer value perceptions and their influence on purchase intentions. Focusing on the theory of impression management, the purpose of this paper is to introduce a conceptual framework incorporating the social (conspicuousness and status), personal (hedonism and materialism) and functional (uniqueness and price‐quality perceptions) value perceptions using the context of luxury goods.

Design/methodology/approach

Data were collected through a structured questionnaire‐ based study of consumers in four countries, representing two leading Western developed luxury markets (the US and the UK) and two important Eastern emerging markets (India and Malaysia). Multiple‐group SEM analysis was used to analyze the data.

Findings

The findings show several differences in the influence of value perceptions on consumer purchase intentions in the Western developed and Eastern emerging markets. The study highlights the importance of understanding the homogeneity and heterogeneity in consumer consumption decisions and provides managers with a basis to adapt their strategic responses.

Originality/value

The results offer needed empirical support and cross‐cultural stability to the much theorized construct of value perceptions by exploring their effects within and between Western developed and Eastern emerging markets. Additionally, it unifies and complements the previous work by integrating the theory of impression management and value perceptions framework, thus providing a comprehensive theoretical framework with empirical support.

Keywords

Citation

Shukla, P. (2012), "The influence of value perceptions on luxury purchase intentions in developed and emerging markets", International Marketing Review, Vol. 29 No. 6, pp. 574-596. https://doi.org/10.1108/02651331211277955

Publisher

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited