This study investigates drivers and dynamics of preferences for brand prominence among the Chinese little emperors (LEs) residing in the US, a unique but powerful consumer group with dual-cultural characteristics.
Using an online survey, the proposed model was tested with a convenience sample of the Chinese LE generation residing in the US
Susceptibility to normative influence was a significant cultural driver of conspicuous, social, and unique value perceptions of luxury consumption among the Chinese LE generation residing in the US Perceived conspicuous and social values of luxury consumption were the primary drivers of this group's brand prominence preference for luxury fashion bags. However, perceived unique value of luxury consumption did not necessarily lead these consumers to prefer prominent logos or marks on a luxury bag. Furthermore, sociodemographic factors (gender, age, and time lived in the US) significantly affected perceptions and preferences related to luxury consumption among this consumer group.
This study advances the luxury literature by examining the drivers and dynamics of brand prominence preference among the Chinese LE generation residing in the US By testing the role of different sociodemographic factors, we demonstrate heterogeneity within this group and the evolving nature of their perceptions and preferences related to luxury consumption as they are acculturated to Western culture. We used a convenient sample and focused on luxury fashion bags for measuring preference for brand prominence, limiting the generalizability of the findings.
Luxury brands should effectively convey conspicuous and social values in product designs, advertising and promotions as these values play integral roles in determining the Chinese LE generation's preference for brand prominence. Our findings also highlight the importance of fine-tuned approaches to different segments within the LE generation cohort.
This study fills several gaps in the luxury literature by empirically investigating various factors affecting preference for brand prominence among the Chinese LE generation residing in the US, an important but under-researched luxury segment.
