Traditional cultural values, political ideologies and luxury consumption desire in China: a conceptual model

Gong Sun, Steven D'Alessandro, Hume Winzar

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

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 languageEnglish
Title of host publicationANZMAC 2010
Subtitle of host publicationproceedings : doing more with less
EditorsPaul Ballantine, Jörg Finsterwalder
Place of PublicationChristchurch, New Zealand
PublisherUniversity of Canterbury
Number of pages11
ISBN (Print)9780473178208
Publication statusPublished - 2010
EventAustralian and New Zealand Marketing Academy Conference (2010) - Christchurch, New Zealand
Duration: 29 Nov 20101 Dec 2010

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2010)
CityChristchurch, New Zealand
Period29/11/101/12/10

Keywords

  • luxury consumption
  • China
  • cultural values
  • political ideology
  • materialism

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