Global identity, perceptions of luxury value and consumer purchase intention: a cross-cultural examination

Abstract

Purpose

In today’s highly globalized marketplace, it is increasingly important to understand why some consumers prefer luxury goods. This study aims to further explore the relationship between consumers’ global identity, their perceived functional, individual and social value of luxury and their intentions to purchase luxury.

Design/methodology/approach

Samples from two substantially different cultures, the USA and China, were used to explore the proposed relationships in an intercultural context. Established scales were adapted to measure each of the constructs of interest. The final sample includes 295 US and 247 Chinese participants.

Findings

By using samples from the USA and China, this study finds that global identity is positively related to purchase intention of luxury products, mediated by perceived functional, individual and social value of luxury.

Originality/value

Drawing insights from self-verification theory, this research provides a three-path framework to expand the knowledge of consumers’ motivation to purchase luxury.

Citation

Yang, J., Ma, J., Arnold, M. and Nuttavuthisit, K. (2018), "Global identity, perceptions of luxury value and consumer purchase intention: a cross-cultural examination", Journal of Consumer Marketing, Vol. 35 No. 5, pp. 533-542. https://doi.org/10.1108/JCM-02-2017-2081