Indian Consumers’ Assessment of ‘Luxuriousness’: A Comparison of Indian and Western Luxury Brands

IF 1.8 Q3 MANAGEMENT IIM Kozhikode Society & Management Review Pub Date : 2020-01-01 DOI:10.1177/2277975219859778
Sangeeta Devanathan
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引用次数: 2

Abstract

The concept of luxury is relative in nature and the perceived luxuriousness of a brand is influenced by a number of subjectivities. In the Indian context, the history of colonization and the dominance of Western cultures for the past many decades have created a preference for luxury brands of Western origin, which is reflected in the perceptions of luxuriousness of the brand. However, the ‘Westernization’ of the Indian society is intertwined with a milieu of traditions and cultures which are strongly embedded in ‘Indian-ness’, where, consumptions linked to the Indian cultural traditions and celebrations create a distinction between products that have their origins in Indian culture versus those that stemmed from the Western world. This study compares the perceived luxuriousness of Western brands (LV and Hermes) to Indian luxury brands (Sabyasachi and AND) and examines the effect of the cultural origins of a product in the context women’s fashion, where a saree is seen as a product that originates from Indian culture, vis-à-vis evening dresses, which are perceived as a primarily Western concept. The results of the study reveal that though the perceived luxuriousness of Western brands is higher than those of Indian origin, there is a clear moderating effect of the cultural origin of the product. Western brands attempting to occupy the luxury space in products which have their cultural origins in India (example Hermes marketing sarees) are perceived as being less luxurious than Indian brands present in the same product category (Sabyasachi sarees). The reverse was also found to be true, where Indian luxury brands attempting to create a space for themselves in products which are considered to be of Western origins were perceived to be less luxurious than brands their Western counterparts.
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印度消费者对“奢侈”的评价:印度和西方奢侈品牌的比较
奢侈品的概念本质上是相对的,品牌的奢侈品感知受到许多主观因素的影响。在印度的背景下,过去几十年的殖民历史和西方文化的主导地位创造了对西方起源的奢侈品牌的偏好,这反映在品牌的奢华感上。然而,印度社会的“西方化”与传统和文化的环境交织在一起,这些传统和文化强烈地嵌入了“印度性”,在那里,与印度文化传统和庆祝活动相关的消费创造了源自印度文化的产品与源自西方世界的产品之间的区别。本研究比较了西方品牌(LV和爱马仕)与印度奢侈品牌(Sabyasachi和and)的奢华感,并在女性时尚的背景下考察了产品的文化起源的影响,其中纱丽被视为源自印度文化的产品,而-à-vis晚礼服则被认为主要是西方概念。研究结果表明,尽管西方品牌的感知奢侈度高于印度品牌,但产品的文化起源有明显的调节作用。西方品牌试图占领印度文化起源产品的奢侈品空间(例如爱马仕营销的纱丽),被认为比同一产品类别的印度品牌(Sabyasachi纱丽)更不奢侈。相反的情况也是如此,印度奢侈品牌试图在被认为是西方起源的产品中为自己创造空间,却被认为不如西方品牌奢侈。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
3.90
自引率
31.20%
发文量
25
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