Marketing

Context (archaeology)

Creativity

Cross-cultural

Neuroscience

Biology

Chromatography

Social psychology

Social group

China

Originality

Computer science

Acoustics

Anthropology

Business

Paleontology

Physics

Identity (music)

Social identity theory

Advertising

Psychology

Political science

Consumer behaviour

Value (mathematics)

Sociology

Chemistry

Sample (material)

Perception

Luxury goods

Machine learning

Journal of Consumer Marketing

Purpose In today’s highly globalized marketplace, it is increasingly important to understand why some consumers prefer luxury goods. This study aims to further explore the relationship between consumers’ global identity, their perceived functional, individual and social value of luxury and their intentions to purchase luxury. Design/methodology/approach Samples from two substantially different cultures, the USA and China, were used to explore the proposed relationships in an intercultural context. Established scales were adapted to measure each of the constructs of interest. The final sample includes 295 US and 247 Chinese participants. Findings By using samples from the USA and China, this study finds that global identity is positively related to purchase intention of luxury products, mediated by perceived functional, individual and social value of luxury. Originality/value Drawing insights from self-verification theory, this research provides a three-path framework to expand the knowledge of consumers’ motivation to purchase luxury.

Global identity, perceptions of luxury value and consumer purchase intention: a cross-cultural examination