Luxury brand markets as confluences of multiple cultural beliefs

Abstract

Purpose – Cross-cultural influences are important considerations in the international marketing of luxury brands. These influences have predominantly been understood through cross-national approaches and the lens of glocalisation. The purpose of this paper is to study augments these paradigms by advancing the view of luxury brand markets as confluences of multiple cultural beliefs. Design/methodology/approach – A hermeneutic analysis of 24 in-depth interviews was conducted with luxury brand consumers in New Zealand. Findings – The findings describe two cultural beliefs that convey divergent meanings and shape luxury brand consumption styles in a multicultural marketplace. More specifically, the authors illustrate that consumers can be influenced by and shift between both local and foreign cultural beliefs in a single national market. Research limitations/implications – The study offers a situated account of the New Zealand luxury market. Other cultural beliefs may be in operation in different national mar...