Cultural Influences on Luxury Brand Consumption: A Comparative Study Between Western and Eastern Markets
Keywords:
Luxury brand consumption, cultural influences, Western markets, Eastern markets, consumer behavior, Hofstede's cultural dimensions, experiential consumption, digital transformation.Abstract
The global luxury market has experienced substantial growth and transformation, influenced by shifting economic landscapes, evolving consumer behaviors, and cultural dynamics. This research explores the cultural factors influencing luxury brand consumption, comparing the Western and Eastern markets. While Western markets traditionally focused on individualism, personal achievement, and conspicuous consumption, Eastern cultures emphasize collectivism, social harmony, and group status. By analyzing consumer demand trends, regional market differences, and cultural dimensions using frameworks like Hofstede’s, this study highlights how culture shapes luxury consumption. Furthermore, the digital transformation of the luxury market and the shift towards experiential and value-driven consumption are explored as significant factors impacting both global and regional luxury markets. The research also examines how brands can adapt to the evolving consumer demands and cultural expectations, suggesting strategies for luxury brands to enhance market engagement in diverse cultural contexts.
