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COO effect in Chinese luxury consumption: Does generation matter?

Author

Listed:
  • Andy Hou
  • Béatrice Parguel

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Julia Pueschel

    (NEOMA - Neoma Business School)

Abstract

In this research, we investigate the influence of Chinese consumers' generation on the perception of "Made in China" luxury. This issue is of utmost importance for the Chinese government as Chinese consumers have now become the first luxury consumers in the world while China remains a non-legitimate dwarf in luxury manufacturing. To bridge this gap, we carried a quantitative survey involving 300 Chinese luxury consumers and tested the effect of consumers' age on Chinese luxury products perceived luxury. Potential mediators are considered in our analyses, including consumers' ethnocentrism and innovativeness, materialism, and cultural orientations (i.e., preference for individualism and tradition). The data are currently being collected. Our results will be discussed at the 2023 Global Marketing Conference in Seoul if this research is selected for presentation. They should help position current and future "Made in China" luxury brands and target Chinese luxury consumers.

Suggested Citation

  • Andy Hou & Béatrice Parguel & Julia Pueschel, 2023. "COO effect in Chinese luxury consumption: Does generation matter?," Post-Print hal-04505159, HAL.
    • Handle: RePEc:hal:journl:hal-04505159
    Note: View the original document on HAL open archive server: https://hal.science/hal-04505159v1
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    References listed on IDEAS

    as
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    4. Julia Pueschel & Béatrice Parguel & Cécile Chamaret, 2020. "Talking about my generation: How values shape luxury consumption," Post-Print hal-02966866, HAL.
    5. Heine, Klaus & Atwal, Glyn & He, Jiaxun, 2019. "Managing country-of-origin affiliations for luxury brand-building in China," Australasian marketing journal, Elsevier, vol. 27(1), pages 14-23.
    6. Fenfang Lin & Wai-Sum Siu, 2020. "Exploring brand management strategies in Chinese manufacturing industry," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 48-76, January.
    7. He, Jiaxun & Wang, Cheng Lu, 2015. "Cultural identity and consumer ethnocentrism impacts on preference and purchase of domestic versus import brands: An empirical study in China," Journal of Business Research, Elsevier, vol. 68(6), pages 1225-1233.
    8. Robert A Peterson & Alain J P Jolibert, 1995. "A Meta-Analysis of Country-of-Origin Effects," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 26(4), pages 883-900, December.
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    COO effect; Made in China; Generation cohort:Luxury; Consumer behaviour;
    All these keywords.

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