Published in: AJBR Vol 15 Issue 4

Authors: Lijia Xu and Zhihao Liu

DOI: 10.14707/ajbr.250212

Abstract:

This study explores luxury consumption among Generation Z bottom-of-pyramid consumers in China using netnography. Five luxury value dimensions are identified, extending luxury brand theory into the BoP context and offering insights into digitally mediated aspirational consumption.

Keywords: Aspirational consumption, Luxury brands, BoP consumers, Generation Z, Social media.

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