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Talking about my generation: How values shape luxury consumption

Pueschel, Julia; Parguel, Béatrice; Chamaret, Cécile (2020), Talking about my generation: How values shape luxury consumption, Recherche et applications en marketing

Type
Article accepté pour publication ou publié
Date
2020
Journal name
Recherche et applications en marketing
Publisher
PUF - Presses Universitaires de France
Metadata
Show full item record
Author(s)
Pueschel, Julia

Parguel, Béatrice cc
Dauphine Recherches en Management [DRM]
Chamaret, Cécile
Centre de recherche en gestion [CRG]
Abstract (EN)
Literature suggests that when shopping for luxury goods, consumers arbitrate between genuine and fake luxury goods, with younger consumers being more likely to arbitrate in favor of luxury fakes because of their lower income and different values. We challenge this alleged influence in the United Arab Emirates, a country where access to luxury can be controlled for, and generations differ in values following 1990’s meteoric takeoff. Drawing on the functional theories of attitudes, a qualitative study shows that luxury consumption does not serve the same psychological functions for the pre-boom (over 30) and the post-boom generational cohorts in the UAE. As such, it demonstrates the power of values when explaining the trade-off between genuine and fake luxury goods, as values can explain both a current negative influence of age on counterfeit consumption in Western countries and a positive one in the Middle East. The findings are interesting for public policy makers and managers operating in the Gulf Cooperation Council countries.
Subjects / Keywords
Luxury goods; Counterfeit; Generational cohort; Functional theories ofattitudes; GCC consumers.
JEL
L67 - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment
D12 - Consumer Economics: Empirical Analysis

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