10 Luxury Marketing within a Chinese Consumers’ Perspective Local versus Global Luxury Brand Consumption
Ting Jin, Wei Shao and Park Thaichon
10.1 Introduction
Industry experts predict that China will become the world’s largest luxury market by 2025 (Danziger, 2020). Chinese consumers purchasing global luxury brands, such as LV, Channel, Gucci, Dior, and Hermes, contribute to the recognition of individual social standing and position (Li et al., 2012; Walley and Li, 2015; Wu et al., 2017; Zhan and He, 2012). The symbolic value of status and prestige is important for Chinese consumers, which explains why Chinese consumers hold preferences for well-known foreign luxury brands with popular logos (Wang et al., 2011 ...
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