...Tingting Mo; Nancy Wong Purpose The purpose of this paper is to understand the impact of American culture-oriented values, Chinese culture-oriented values and self-improvement values on luxury value perception through acculturation by examining an acculturated sample (Chinese living in the USA...

... Despite the growing research regarding consumer luxury value perception and their influence on luxury consumption behavior in different cultural contexts, there is little research investigating the cultural variation toward luxury within different generations in a given society. The purpose of this paper...