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Drivers of China’s Desire for Luxury and Consequences for Luxury Brands

In: Luxury Brands in Emerging Markets

Author

Listed:
  • Frédéric Godart
  • Yue Zhao

Abstract

Luxury plays a pivotal role in the traditional structure of Chinese society. In the Confucian tradition it is used to bind the different elements of the national community. For example, in a professional context, gift-giving is a way to honour one’s superiors, peers, or subordinates on special occasions. In a family context, it is a way to show gratitude to parents, relatives, or elders. As Tsai explains, to this day, luxury remains intertwined in a web of gifts and counter-gifts that ensures the perennity of social relations and structures (Tsai 2008).

Suggested Citation

  • Frédéric Godart & Yue Zhao, 2014. "Drivers of China’s Desire for Luxury and Consequences for Luxury Brands," Palgrave Macmillan Books, in: Glyn Atwal & Douglas Bryson (ed.), Luxury Brands in Emerging Markets, chapter 10, pages 119-129, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-33053-6_11
    DOI: 10.1057/9781137330536_11
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    Cited by:

    1. Klaus Heine & Glyn Atwal & Jiaxun He, 2019. "Managing country-of-origin affiliations for luxury brand-building in China," Post-Print hal-02312231, HAL.

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