What Are The Motivational Drivers For Chinese Generation Y Consumers To Consume The International Luxury Brands?

What Are The Motivational Drivers For Chinese Generation Y Consumers To Consume The International Luxury Brands?

Traditionally, there are both extrinsic and intrinsic luxury consumption motivations and people seek for both external and internal values through luxury consumption. The external values include the perceived conspicuous value, unique value and social value. The internal values include the perceived...

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Bibliographic Details
Main Author: YAO, LIYUE
Format: Dissertation (University of Nottingham only)
Language:English
Published: 2015
Subjects:
Motivational drivers; luxury consumption motivations; Chinese Generation Y; Types of value; Chinese collectivist culture; Face consumption
Online Access:https://eprints.nottingham.ac.uk/29654/

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