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  2. School of Management and Law
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  4. Publikationen School of Management and Law
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dc.contributor.authorPedrazzi, Camilla-
dc.contributor.authorDuma, Fabio-
dc.contributor.authorGadgil, Maya-
dc.date.accessioned2021-04-29T14:30:40Z-
dc.date.available2021-04-29T14:30:40Z-
dc.date.issued2021-
dc.identifier.isbn9781799858829de_CH
dc.identifier.isbn9781799858836de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/22398-
dc.description.abstractIn this chapter, the authors present a cultural comparative study of how millennials in Switzerland and South Korea define and perceive luxury and prestige and how this might influence their luxury consumer behavior. Labels, such as GenX, millennials, GenY, or GenZ, are often used to distinguish cohorts of individuals based on their shared generational experiences and characteristics. However, as previous research shows, mere membership in a generational cohort is not a sufficient explanation for consumption patterns across geographies and cultures. Given the size and importance of the global luxury market and the degree of internationalization of luxury companies, a better understanding of the luxury consumer and the impact of their macro-context is vital. The results of the present study indicate that economic as well as cultural factors have an impact on the definition and perception of luxury among millennials and might also explain differences in consumer behavior.de_CH
dc.language.isoende_CH
dc.publisherIGI Globalde_CH
dc.relation.ispartofDeveloping Successful Global Strategies for Marketing Luxury Brandsde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleThere is no such thing as the millennial : a cross-cultural analysis of luxury and prestige perception among young people in Switzerland and South Koreade_CH
dc.typeBuchbeitragde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInternational Management Institute (IMI)de_CH
zhaw.publisher.placeHersheyde_CH
dc.identifier.doi10.4018/978-1-7998-5882-9.ch013de_CH
zhaw.funding.euNode_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.end260de_CH
zhaw.pages.start230de_CH
zhaw.parentwork.editorMosca, Fabrizio-
zhaw.parentwork.editorCasalegno, Cecilia-
zhaw.parentwork.editorGallo, Rosalia-
zhaw.publication.statuspublishedVersionde_CH
zhaw.publication.reviewEditorial reviewde_CH
zhaw.author.additionalNode_CH
zhaw.display.portraitYesde_CH
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Pedrazzi, C., Duma, F., & Gadgil, M. (2021). There is no such thing as the millennial : a cross-cultural analysis of luxury and prestige perception among young people in Switzerland and South Korea. In F. Mosca, C. Casalegno, & R. Gallo (Eds.), Developing Successful Global Strategies for Marketing Luxury Brands (pp. 230–260). IGI Global. https://doi.org/10.4018/978-1-7998-5882-9.ch013
Pedrazzi, C., Duma, F. and Gadgil, M. (2021) ‘There is no such thing as the millennial : a cross-cultural analysis of luxury and prestige perception among young people in Switzerland and South Korea’, in F. Mosca, C. Casalegno, and R. Gallo (eds) Developing Successful Global Strategies for Marketing Luxury Brands. Hershey: IGI Global, pp. 230–260. Available at: https://doi.org/10.4018/978-1-7998-5882-9.ch013.
C. Pedrazzi, F. Duma, and M. Gadgil, “There is no such thing as the millennial : a cross-cultural analysis of luxury and prestige perception among young people in Switzerland and South Korea,” in Developing Successful Global Strategies for Marketing Luxury Brands, F. Mosca, C. Casalegno, and R. Gallo, Eds. Hershey: IGI Global, 2021, pp. 230–260. doi: 10.4018/978-1-7998-5882-9.ch013.
PEDRAZZI, Camilla, Fabio DUMA und Maya GADGIL, 2021. There is no such thing as the millennial : a cross-cultural analysis of luxury and prestige perception among young people in Switzerland and South Korea. In: Fabrizio MOSCA, Cecilia CASALEGNO und Rosalia GALLO (Hrsg.), Developing Successful Global Strategies for Marketing Luxury Brands. Hershey: IGI Global. S. 230–260. ISBN 9781799858829
Pedrazzi, Camilla, Fabio Duma, and Maya Gadgil. 2021. “There Is No Such Thing as the Millennial : A Cross-Cultural Analysis of Luxury and Prestige Perception among Young People in Switzerland and South Korea.” In Developing Successful Global Strategies for Marketing Luxury Brands, edited by Fabrizio Mosca, Cecilia Casalegno, and Rosalia Gallo, 230–60. Hershey: IGI Global. https://doi.org/10.4018/978-1-7998-5882-9.ch013.
Pedrazzi, Camilla, et al. “There Is No Such Thing as the Millennial : A Cross-Cultural Analysis of Luxury and Prestige Perception among Young People in Switzerland and South Korea.” Developing Successful Global Strategies for Marketing Luxury Brands, edited by Fabrizio Mosca et al., IGI Global, 2021, pp. 230–60, https://doi.org/10.4018/978-1-7998-5882-9.ch013.


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