(1) HEC School of Management, 78350 Jouy-en-Josas, France
Abstract:
This article proposes an international segmentation of consumers based on their attitudes toward luxury. We perform a two-stage
empirical study with a data set that combines samples from 20 countries. We provide a substantive interpretation of the results
to show that three attitude segments dominate in a Western cultural context. We discuss several directions for future research
based on the findings.