The Influence of Culture and Gender in Luxury Brand Consumption: A Comparison Across Western and Eastern Culture Consumers
比较法国、美国、阿联酋和中国消费者在奢侈品价值观上的文化与性别差异，发现西方更重视精致和传承，中国和美国更强调精英主义，且性别影响被性别信念完全中介。
Culture and gender differences in values associated with luxury consumption are investigated. Two Western individualistic-oriented countries with mature luxury markets (France and the United States) and two Eastern collectivistic-oriented countries with developing luxury markets (the United Arab Emirates and China) are compared using a previously developed model of luxury values. Main results indicate that refinement, heritage, and, to a lesser extent, exclusivity receive greater emphasis in Western rather than Eastern countries. Chinese and U.S. consumers place particular emphasis on elitism. Additionally, gender shapes the importance placed on luxury values: men emphasize elitism (and exclusivity in Western countries only), whereas women emphasize refinement. Furthermore, adherence to own-gender beliefs (i.e., traits attributed to one's gender) fully mediates gender influence within all four countries. Theoretical implications are discussed based on major frameworks of national culture and the social structural theory. Managerial implications in terms of cultural and gendered adaptation of marketing strategies are considered.