Affordable luxuries: Comparing American and Chinese millennial consumers

Global brands are benefiting from the rapidly growing demand for luxury products in China. While research interest in the luxury sector in China is developing, there has not been any research on the affordable luxury sector in that market. This manuscript addresses this gap and is the first cross-cu...

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Bibliographic Details
Main Authors: Juan Mundel, Didier Soopramanien, Patricia Huddleston
Format: Default Article
Published: 2021
Subjects:
Business and Management
China
Cross-Cultural
Millennial
Affordable Luxury
Luxury
Online Access:https://hdl.handle.net/2134/14413448.v1
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https://hdl.handle.net/2134/14413448.v1

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