Luxury Values Perceptions in Chinese and English: Deviation from National Cultures

IF 1.8 Q3 BUSINESS

Journal of International Consumer Marketing Pub Date : 2021-08-02 DOI:10.1080/08961530.2021.1950094

N. K. Ho

引用次数: 1

Abstract

Abstract Studies of cross-cultural luxury values perceptions (LVPs) emphasize the consideration of different cultures. This study argues that certain LVPs in the West and China deviate from Hofstede’s cultural dimensions. This study investigates the perception of four values: high social status, high quality, uniqueness and modernity. Drawing on explicit and implicit epithets of Martin and White’s Appraisal framework, the textual characteristics of the four values in parallel corpora: English 17,268 words and Chinese 19,103 words are examined against Hofstede’s cultural dimensions. Results caution against the generality of Hofstede’s finding and offer new insights into Chinese luxury marketing.

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中英文奢侈品价值观与民族文化的背离

摘要跨文化奢侈品价值观研究强调对不同文化的考虑。本研究认为，西方和中国的某些LVP偏离了霍夫斯泰德的文化维度。本研究考察了对四种价值观的感知：高社会地位、高质量、独特性和现代性。利用Martin和White评价框架中的显性和隐性形容词，对照Hofstede的文化维度，考察了平行语料库中英语17268个单词和汉语19103个单词这四个值的文本特征。研究结果对霍夫斯泰德的发现的普遍性提出了警告，并为中国奢侈品营销提供了新的见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of International Consumer Marketing BUSINESS-

CiteScore

7.60

自引率

6.10%

发文量

期刊介绍： The Journal of International Consumer Marketing examines consumer and organizational buyer behavior on a cross-cultural/national and global scale combining up-to-date research with practical applications to help you develop an action plan for successful marketing strategy development. Business professionals, policymakers, and academics share insights and "inside" information on a wide range of cross-cultural marketing issues, including international business customs, negotiating styles, consumer brand loyalty, price sensitivity, purchasing and leasing, consumer satisfaction (and dissatisfaction), and advertising.