The purpose of this study was to explore Chinese consumers' motivations for purchasing luxury products, and to unravel the inter-relationships among individual differences, motives, and luxury consumption

This study examines Chinese consumers' motives, attitudes toward luxury brands (ATLB), and the impact of ATLB on consumer behavior. Specifically, Chinese luxury consumers were segmented into three groups: the elitist, the distant, and the democratic. Compared to the democratic group, the more...