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Luxury Sector in China: Behaviours toward French Luxury Brands
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2012 (English)Independent thesis Basic level (degree of Bachelor), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Purpose: How Chinese people behave toward French Luxury Brands?

Method: This paper is built on a deductive approach following three main hypotheses. Secondary datawere retrieved from books, studies and articles found in Halmstad library and several databases.Moreover, primary data were also collected through a questionnaire; which shapes the major lines ofour conclusions.

Theoretical Framework: The frame of references follows our three hypotheses. First, the culturaldifferences between France and China are highlighted through concepts such as: Hofestede culturaldimensions, Mezirow’s theory and Guanxi. Then, the Mianzi philosophy and the flying geeseparadigm are used to support the hypothesis that brands could be used as social markers. Finally,several theories about the country-of-origin effect are used to analyse the image of French products in China.

Conclusion: The authors conclude that French luxury brands are considered on the Chinese south-eastcoast as a mark of high quality, prestige and fashion. These features partly motivate their purchasingdecision, whereas the country-of-origin itself is not a convincing argument. These brands, usuallyexpensive, are nowadays perceived by Chinese as a way to emphasis their wealth and thus socialstatus. This behaviour shows a growing individualism toward French luxury brands ownership in acountry historically ruled by collectivism. The contributions and further studies possible are finallyestablished at the end of this paper.

Place, publisher, year, edition, pages
2012. , 66 p.
Halmstad University Dissertations
Keyword [en]
China, French, luxury, LVMH, cultural dimensions, individualism, collectivism, Confucianism, social classes, inequalities, social marker, country-of-origin effect, stereotypes
National Category
Business Administration Media Studies
URN: urn:nbn:se:hh:diva-18982OAI: diva2:537573
Subject / course
2012-05-17, Halmstad University, Halmstad, 00:22 (English)
Social and Behavioural Science, Law
Available from: 2012-06-27 Created: 2012-06-27 Last updated: 2012-07-02Bibliographically approved

Open Access in DiVA

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