Luxury Consumers & Luxury Brand Management in China

Luxury consumption in emerging markets is strongly influenced by Western consumer culture. However, few academic studies have investigated the psychology and behavior of these consumers. China is one of the most important emerging luxury markets. The aim of this chapter is to investigate Chinese consumer behavior and motives regarding luxury consumption. The authors validate an updated version of Wiedmann et al.’s (2009) scale of luxury value perceptions in China to better understand Chinese consumers’ luxury consumption motivations. A segmentation of Chinese luxury consumers is performed to characterize different consumption tendencies. The implications of these results are linked to an analysis
of selected Chinese luxury brands to explore the avenues that may lead Chinese luxury brands to success.