The booming Chinese luxury market provides a worthwhile topic for marketing researchers.Based on the theory that consumption can be affected by both cultural and political factors, inthis paper the authors analyse the influence of traditional cultural values (face, harmony,moderation and ordering relationship) and political ideologies (Maoism and Deng's theory) onindividuals' materialism and luxury consumption desire (LCD) in China. This paper outlines aconceptual model and a set of linked hypotheses for future research in this area.
|Title of host publication||ANZMAC 2010|
|Subtitle of host publication||Doing more with less|
|Place of Publication||Australia|
|Number of pages||11|
|Publication status||Published - 2010|
|Event||Australian and New Zealand Marketing Academy Conference - Christchurch, NZ, New Zealand|
Duration: 29 Nov 2010 → 01 Dec 2010
|Conference||Australian and New Zealand Marketing Academy Conference|
|Period||29/11/10 → 01/12/10|
Sun, G., D'Alessandro, S., & Winzar, H. (2010). Traditional Cultural Values, Political Ideologies and Luxury Consumption Desire in China: A Conceptual Model. In ANZMAC 2010: Doing more with less (pp. 1-11). ANZMAC.