| Publication type: | Book part |
| Type of review: | Editorial review |
| Title: | There is no such thing as the millennial : a cross-cultural analysis of luxury and prestige perception among young people in Switzerland and South Korea |
| Authors: | Pedrazzi, Camilla Duma, Fabio Gadgil, Maya |
| et. al: | No |
| DOI: | 10.4018/978-1-7998-5882-9.ch013 |
| Published in: | Developing Successful Global Strategies for Marketing Luxury Brands |
| Editors of the parent work: | Mosca, Fabrizio Casalegno, Cecilia Gallo, Rosalia |
| Page(s): | 230 |
| Pages to: | 260 |
| Issue Date: | 2021 |
| Publisher / Ed. Institution: | IGI Global |
| Publisher / Ed. Institution: | Hershey |
| ISBN: | 9781799858829 9781799858836 |
| Language: | English |
| Subject (DDC): | 658.8: Marketing management |
| Abstract: | In this chapter, the authors present a cultural comparative study of how millennials in Switzerland and South Korea define and perceive luxury and prestige and how this might influence their luxury consumer behavior. Labels, such as GenX, millennials, GenY, or GenZ, are often used to distinguish cohorts of individuals based on their shared generational experiences and characteristics. However, as previous research shows, mere membership in a generational cohort is not a sufficient explanation for consumption patterns across geographies and cultures. Given the size and importance of the global luxury market and the degree of internationalization of luxury companies, a better understanding of the luxury consumer and the impact of their macro-context is vital. The results of the present study indicate that economic as well as cultural factors have an impact on the definition and perception of luxury among millennials and might also explain differences in consumer behavior. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/22398 |
| Fulltext version: | Published version |
| License (according to publishing contract): | Licence according to publishing contract |
| Departement: | School of Management and Law |
| Organisational Unit: | International Management Institute (IMI) |
| Appears in collections: | Publikationen School of Management and Law |
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Pedrazzi, C., Duma, F., & Gadgil, M. (2021). There is no such thing as the millennial : a cross-cultural analysis of luxury and prestige perception among young people in Switzerland and South Korea. In F. Mosca, C. Casalegno, & R. Gallo (Eds.), Developing Successful Global Strategies for Marketing Luxury Brands (pp. 230–260). IGI Global. https://doi.org/10.4018/978-1-7998-5882-9.ch013
Pedrazzi, C., Duma, F. and Gadgil, M. (2021) ‘There is no such thing as the millennial : a cross-cultural analysis of luxury and prestige perception among young people in Switzerland and South Korea’, in F. Mosca, C. Casalegno, and R. Gallo (eds) Developing Successful Global Strategies for Marketing Luxury Brands. Hershey: IGI Global, pp. 230–260. Available at: https://doi.org/10.4018/978-1-7998-5882-9.ch013.
C. Pedrazzi, F. Duma, and M. Gadgil, “There is no such thing as the millennial : a cross-cultural analysis of luxury and prestige perception among young people in Switzerland and South Korea,” in Developing Successful Global Strategies for Marketing Luxury Brands, F. Mosca, C. Casalegno, and R. Gallo, Eds. Hershey: IGI Global, 2021, pp. 230–260. doi: 10.4018/978-1-7998-5882-9.ch013.
PEDRAZZI, Camilla, Fabio DUMA und Maya GADGIL, 2021. There is no such thing as the millennial : a cross-cultural analysis of luxury and prestige perception among young people in Switzerland and South Korea. In: Fabrizio MOSCA, Cecilia CASALEGNO und Rosalia GALLO (Hrsg.), Developing Successful Global Strategies for Marketing Luxury Brands. Hershey: IGI Global. S. 230–260. ISBN 9781799858829
Pedrazzi, Camilla, Fabio Duma, and Maya Gadgil. 2021. “There Is No Such Thing as the Millennial : A Cross-Cultural Analysis of Luxury and Prestige Perception among Young People in Switzerland and South Korea.” In Developing Successful Global Strategies for Marketing Luxury Brands, edited by Fabrizio Mosca, Cecilia Casalegno, and Rosalia Gallo, 230–60. Hershey: IGI Global. https://doi.org/10.4018/978-1-7998-5882-9.ch013.
Pedrazzi, Camilla, et al. “There Is No Such Thing as the Millennial : A Cross-Cultural Analysis of Luxury and Prestige Perception among Young People in Switzerland and South Korea.” Developing Successful Global Strategies for Marketing Luxury Brands, edited by Fabrizio Mosca et al., IGI Global, 2021, pp. 230–60, https://doi.org/10.4018/978-1-7998-5882-9.ch013.
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