The Disenchantment towards Luxury Brands: Why Young Consumers in China Reducing or Stopping Luxury Consumption (Extended Abstract)

Liuliu Yang

The Disenchantment towards Luxury Brands: Why Young Consumers in China Reducing or Stopping Luxury Consumption (Extended Abstract)

Liuliu Yang^*

^*Corresponding author for this work

School of Communication

Research output: Contribution to conference › Conference abstract › peer-review

Abstract

The study focused on a specific group of luxury consumers in China, who have reduced or stopped luxury consumption in recent years. Results from content analysis on social media posts and in-depth interviews indicated that those buck-the-trend consumers adopt “de-possession” of luxury brands to build a new identity that distinguishes them from others, which is attributed to the luxury democratisation and the minimalist cultural turn in China.

Original language	English
Publication status	Published - 4 Aug 2022
Event	105th Annual Conference of Association for Education in Journalism and Mass Communication, AEJMC 2022: Focusing on the Future Together - Detroit, United States Duration: 3 Aug 2022 → 6 Aug 2022 https://www.yumpu.com/en/document/view/67109922/22conferenceprogram (Link to conference programme)

Conference

Conference	105th Annual Conference of Association for Education in Journalism and Mass Communication, AEJMC 2022
Country/Territory	United States
City	Detroit
Period	3/08/22 → 6/08/22
Internet address	https://www.yumpu.com/en/document/view/67109922/22conferenceprogram (Link to conference programme)

Cite this

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The Disenchantment towards Luxury Brands: Why Young Consumers in China Reducing or Stopping Luxury Consumption (Extended Abstract). / Yang, Liuliu.
2022. Abstract from 105th Annual Conference of Association for Education in Journalism and Mass Communication, AEJMC 2022, Detroit, Michigan, United States.

Research output: Contribution to conference › Conference abstract › peer-review

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AB - The study focused on a specific group of luxury consumers in China, who have reduced or stopped luxury consumption in recent years. Results from content analysis on social media posts and in-depth interviews indicated that those buck-the-trend consumers adopt “de-possession” of luxury brands to build a new identity that distinguishes them from others, which is attributed to the luxury democratisation and the minimalist cultural turn in China.

M3 - Conference abstract

Y2 - 3 August 2022 through 6 August 2022

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The Disenchantment towards Luxury Brands: Why Young Consumers in China Reducing or Stopping Luxury Consumption (Extended Abstract)

Abstract

Conference

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