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The COVID-19 pandemic’s effect on perceptions of luxury : A cross-cultural study

Author

Listed:
  • Biktyakova, Anna

    (Marketing Specialist, Germany)

  • Kolo, Castulus

    (Macromedia University, Germany)

  • Patten, Elena

    (Macromedia University, Germany)

Abstract

This paper is the first to explore the impact of the COVID-19 pandemic on consumer perceptions of luxury within different cultural contexts. Based on a sample of 181 subjects, this exploratory study analyses pandemic-driven shifts in perceptions of luxury among consumers in Russia and Germany, considering also the influence of age, gender and education. The paper compares its findings with those from previous research by Godey et al. As a long-term trend, the study finds that the terms ‘conspicuous’ ranked significantly lower in perceptions of luxury during the pandemic, as did ‘prestigious’, ‘extravagant’ and ‘snobbish’. Conversely, ‘exclusive’, ‘desirable’ and ‘emotional’ ranked higher. This paper also discusses the key differences between sociodemographic groups, and finds that cultural factors had the least impact on consumer perceptions. These findings have implications for the practice of luxury marketing.

Suggested Citation

  • Biktyakova, Anna & Kolo, Castulus & Patten, Elena, 2024. "The COVID-19 pandemic’s effect on perceptions of luxury : A cross-cultural study," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 8(2), pages 118-133, July.
    • Handle: RePEc:aza:jcms00:y:2024:v:8:i:2:p:118-133
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    More about this item

    Keywords

    perception of luxury; definitions of luxury; COVID-19 pandemic; Russia; Germany; Generation Z; Generation X; cross-cultural comparison; sociodemographic groups; luxury branding;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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