BazEkon - Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie

BazEkon home page

Meny główne

Autor
Stępień Beata (Poznań University of Economics and Business, Poland), Pinto Lima Ana (ISCAP Porto Polytechnic, Portugal), Hinner Michael (TU Bergakademie Freiberg, Germany)
Tytuł
Are Millennials a Global Cohort? Evidence from the Luxury Goods Sector
Źródło
Journal of Intercultural Management, 2018, vol. 10, nr 2, s. 139-158, rys., tab., bibliogr. 37 poz.
Słowa kluczowe
Wartość klienta, Dobra luksusowe, Wartość społeczna, Pokolenie X, Pokolenie Y
Customer value, Luxury goods, Social value, Generation X, Generation Y
Uwagi
Klasyfikacja JEL: D12, M31
summ., This paper is result of o project financed by the Polish National Centre of Science funds (DEC-2013/11/B/HS4/01484).
Abstrakt
Objective: to investigate whether Millennials are internally consistent and distinguished cohort in terms of the perception of luxury.
Methodology: mixed: the international e-survey results, conducted in 5 different countries (Poland, Portugal, Turkey, Germany and Saudi Arabia, 1193 responses) and 4 FGI, conducted in the groups of younger and older Millennials in Poland and Portugal.
Findings: Millennials demonstrate strong country-specific differences in evaluating luxury value drivers; from avowed hedonic status-seekers (mainly Saudi Arabians), through moderately enthusiastic luxury products admirers (Portuguese, Turkish, Polish) to stand-outs, individualists who contest the overall CVPL as represented mostly by Germans. The evaluation of luxury is not cohort specific but rather a matter of the family and material status strengthened by socio-cultural pressure.
Value Added: Global consumption behavioral patterns regarding luxury are permeated by local cultural influences, but are not global cohorts' specific, due to their internal cultural, age, income and family status diversity.
Recommendations: Communication strategies in a luxury sector should be adjusted more to the country-specific and less to the specific needs of global cohorts. (original abstract)
Pełny tekst
Pokaż
Bibliografia
Pokaż
  1. Alden, D. L., Steenkamp, J.B., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. Journal of Marketing, 63, 75-87.
  2. Alserhan, B.A. (2014). Measuring luxury brand consumption and female consumers' religiosity in the UAE. Journal of Developmental Entrepreneurship, 19(02).
  3. Bain (2017). Luxury goods worldwide market study, Fall-Winter 2017. https://www.bain.com/insights/luxury-goods-worldwide-market-study-fall-winter-2017
  4. Becher, S. I. (2007). Behavioral science and consumer standard form contracts. La. L. Rev., 68, 117.
  5. Bettman, J. R., Luce, M. F., & Payne, J. W. (1998). Constructive consumer choice processes. Journal of Consumer Research, 25(3), 187-217.
  6. Bian, Q., & Forsythe, S. (2012). Purchase intention for luxury brands: A cross-cultural comparison. Journal of Business Research, 65, 1443-1451.
  7. De Mooij, M. (2010). Global marketing and advertising: Understanding cultural paradoxes (3rd ed). Thousand Oaks, CA: Sage.
  8. Delloite (2018). Global powers of luxury goods 2018. https://www2.deloitte.com/global/en/pages/consumer-business/articles/gx-cb-global- powers-of-luxury-goods.html
  9. Diehl, M., & Hay, E. L. (2011). Self-concept differentiation and self-concept clarity across adulthood: Associations with age and psychological well-being. International Journal of Aging and Human Development, 73(2), 125-152.
  10. Elam, C., Stratton, T., & Gibson, D. D. (2007). Welcoming a new generation to college: The Millennial students. Journal of College Admission, 195, 20-25.
  11. Haubl, R. (2003). Neidisch sind immer die anderen: über die Unfähigkeit zufrieden zu sein (3rd ed.). Munich, Germany: C. H. Beck.
  12. Hofstede, G., & Hofstede, G. J. (2005). Cultures and organizations: Software of the mind (2nd ed). New York, NY: McGraw-Hill.
  13. Holbrook, Morris B. (1999). Consumer value: A framework for analysis and research. London, UK: Routledge.
  14. Holbrook, Morris B. (2006). Consumption experience, customer value and subjective personal introspection; An illustrative photographic essay. Journal of Business Research, 59, 714-725.
  15. Kapferer, J.N., & Bastien, V. (2012). The luxury strategy: Break the rules of marketing to build luxury brands. London, UK: Kogan Page.
  16. Kapferer, J. N., & Valette-Florence, P. (2016). Beyond rarity: the paths of luxury desire. How luxury brands grow yet remain desirable. Journal of Product & Brand Management, 25(2), 120-133.
  17. Kjeldgaard, D., & Askegaard, S. (2006). The glocalization of youth culture: The global youth segment as structures of common difference. The Journal of Consumer Research, 33, 231-247.
  18. Lichtenstein, S., & Slovic, P. (Eds.) (2006). The construction of preference. Cambridge, UK: Cambridge University Press.
  19. Luxury Daily, 10.08.2018. https://www.luxurydaily.com/announcing-luxury-marketing-forum-new-york-sept-26-19/.
  20. Maignan, I., Ferrell, O.C., & Ferrell, L. (2005). A stakeholder model for implementing social responsibility in marketing. European Journal of Marketing, 39, 956-977.
  21. Meredith, G.E., & Schewe, C.D. (2002), Defining markets, defining moments: America's 7 generational cohorts, their shared experiences, and why businesses should care. New York, NY: Wiley & Sons.
  22. Okonkwo, U. (2007), Luxury fashion branding. Basingstoke, UK: Palgrave Macmillan.
  23. Overby, J. W., Woodruff, R. B., & Gardial, S. F. (2005). The influence of culture upon consumers' desired value perceptions: A research agenda. Marketing Theory, 5, 139-163.
  24. Redding, S. G. (1990). The spirit of Chinese capitalism. New York, NY: Walter de Gruyter.
  25. Robertson, R. (1992). Globalization: Social theory and global culture. London, UK: Sage.
  26. Robins, K., & Morley, D. (2002). Spaces of identity: Global media, electronic landscapes and cultural boundaries. London, UK: Routledge.
  27. Sherman, E., Schiffman, L.G., & Mathur, A. (2001). The influence of gender on the Newage elderly's consumption orientation. Psychology and Marketing, 18, 1073-1089.
  28. Shukla, P. (2010). Status consumption in cross-national context. Socio-psychological, brand and situational antecedents. International Marketing Review, 27, 108-129.
  29. Stokburger-Sauer, N., & Teichmann, K. (2013). Is luxury just a female thing? The role of gender in luxury brand consumption. Journal of Business Research, 66(7), 889-896.
  30. Strizhakova, Y., & Coulter R. (2012). The young adult cohort in emerging markets: Assessing their glocal cultural identity in a global marketplace. International Journal of Research in Marketing, 29(1), 43-54.
  31. Sullivan, P., & Heitmeyer, J. (2008). Looking at Gen Y shopping preferences and intentions: Exploring the role of experience and apparel involvement. International Journal of Consumer Studies, 32, 285-295.
  32. Teimourpour, B., & Heidarzadeh Hanzaee, K. (2014). An analysis of Muslims' luxury market in Iran. Journal of Islamic Marketing, 5(2), 198-209.
  33. The Economist (2014, December). Exclusively for everyone. http://www.economist.com/sites/default/files/20141213_sr_luxury.pdf.
  34. Tjahjono, G. (2011). Religiosity materialism and luxury brand preference. cils.law.unimelb.edu.au/download.cfm.
  35. Van Auken, S., Barry, T. E., & Anderson R. L. (1993). Observations: Toward the internal validation of cognitive age measures in advertising research. Journal of Advertising Research, 33(3), 82-85.
  36. Vigneron, F., & Johnson, L.W. (2004). Measuring perceptions of brand luxury. Journal of Brand Management, 11(6), 484-506.
  37. Wiedmann, K.P., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), 625-651.
Cytowane przez
Pokaż
ISSN
2080-0150
Język
eng
URI / DOI
http://dx.doi.org/10.2478/joim-2018-0012
Udostępnij na Facebooku Udostępnij na Twitterze Udostępnij na Google+ Udostępnij na Pinterest Udostępnij na LinkedIn Wyślij znajomemu