An emerging change in luxury brand consumption: An interview study of Chinese young consumers

Jing Su; Jee Young LEE

doi:10.15444/GFMC2021.04.03.03

An emerging change in luxury brand consumption: An interview study of Chinese young consumers

Jing Su
, Jee Young LEE

Research output: Contribution to conference (non-published works) › Paper

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Abstract

This study focuses on these emerging trends in the luxury brands, aiming for a more nuanced understanding of how young Chinese consumers view the concept of luxury and the behaviours of luxury brand consumption. An in-depth interview with 10 Chinese young people aged 20–25 years, who were overseas students, were conducted in Australia in 2018. Our study findings show that young Chinese consumers identify luxury brands in several ways, which is formed intrinsically by what they attach to luxury brands and extrinsically by what is attached to luxury brands. We identify that the luxurious properties of the product become ‘de-luxurious’.

Original language	English
Pages	245
Number of pages	256
DOIs	https://doi.org/10.15444/GFMC2021.04.03.03
Publication status	Published - 2021
Event	2021 Global Fashion Marketing Conference at Seoul : with the 2021 Korean Scholars of Marketing Science International Conference - Seoul, Seoul, Korea, Republic of Duration: 5 Nov 2021 → 7 Nov 2021 https://2021gfmc.imweb.me/

Conference

Conference	2021 Global Fashion Marketing Conference at Seoul
Country/Territory	Korea, Republic of
City	Seoul
Period	5/11/21 → 7/11/21
Internet address	https://2021gfmc.imweb.me/

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title = "An emerging change in luxury brand consumption: An interview study of Chinese young consumers",

abstract = "This study focuses on these emerging trends in the luxury brands, aiming for a more nuanced understanding of how young Chinese consumers view the concept of luxury and the behaviours of luxury brand consumption. An in-depth interview with 10 Chinese young people aged 20–25 years, who were overseas students, were conducted in Australia in 2018. Our study findings show that young Chinese consumers identify luxury brands in several ways, which is formed intrinsically by what they attach to luxury brands and extrinsically by what is attached to luxury brands. We identify that the luxurious properties of the product become {\textquoteleft}de-luxurious{\textquoteright}.",

author = "Jing Su and LEE, \{Jee Young\}",

year = "2021",

doi = "10.15444/GFMC2021.04.03.03",

language = "English",

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AB - This study focuses on these emerging trends in the luxury brands, aiming for a more nuanced understanding of how young Chinese consumers view the concept of luxury and the behaviours of luxury brand consumption. An in-depth interview with 10 Chinese young people aged 20–25 years, who were overseas students, were conducted in Australia in 2018. Our study findings show that young Chinese consumers identify luxury brands in several ways, which is formed intrinsically by what they attach to luxury brands and extrinsically by what is attached to luxury brands. We identify that the luxurious properties of the product become ‘de-luxurious’.

UR - https://2021gfmc.imweb.me/

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DO - 10.15444/GFMC2021.04.03.03

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ER -

An emerging change in luxury brand consumption: An interview study of Chinese young consumers

Abstract

Conference

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