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
Pages: 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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