Young Chinese consumers' snob and bandwagon luxury consumption preferences

Recognizing the purchasing power of Chinese shoppers in the global luxury market, this study explores the luxury-brand preferences of a unique transnational consumer community of young, cosmopolitan Chinese consumers. Specifically, the effects of Chinese consumers' American and Chinese cultural identifications on their snob and bandwagon luxury-brand preferences are examined. The mediating effects of bridging and bonding social capital, consumer susceptibility to normative influence, and consumer need for uniqueness are also considered. Study findings advance existing theoretical understanding of luxury consumption and provide managerial implications for international luxury branding.