Luxury Value Perception in Chinese Context: A Grounded Theory Study

The global market for luxury brands has witnessed dramatic growth over the last two decades and luxury marketing in China is critical to both practitioners and researchers because it address aimed at the largest client of world's luxury market. This study expands previous studies on luxury value perception which is test in a Western market context. A grounded theory approach was used to examine the luxury value perception in Chinese context. With review of luxury goods consumption in Chinese context and luxury value perception, the authors gave an understanding to sources of variation in the process and outcome of research. The results provide support for the five -value structure model composed of financial, functional, personal, social and consumer -brand relationship value perception.