Abstract
The booming Chinese luxury market provides a worthwhile topic for marketing researchers. Based on the theory that consumption can be affected by both cultural and political factors, in this paper the authors analyse the influence of traditional cultural values (face, harmony, moderation and ordering relationship) and political ideologies (Maoism and Deng's theory) on individuals' materialism and luxury consumption desire (LCD) in China. This paper outlines a conceptual model and a set of linked hypotheses for future research in this area.
Original language | English |
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Title of host publication | ANZMAC 2010 |
Subtitle of host publication | proceedings : doing more with less |
Editors | Paul Ballantine, Jörg Finsterwalder |
Place of Publication | Christchurch, New Zealand |
Publisher | University of Canterbury |
Number of pages | 11 |
ISBN (Print) | 9780473178208 |
Publication status | Published - 2010 |
Event | Australian and New Zealand Marketing Academy Conference (2010) - Christchurch, New Zealand Duration: 29 Nov 2010 → 1 Dec 2010 |
Conference
Conference | Australian and New Zealand Marketing Academy Conference (2010) |
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City | Christchurch, New Zealand |
Period | 29/11/10 → 1/12/10 |
Keywords
- luxury consumption
- China
- cultural values
- political ideology
- materialism