Motivators of Prestige Brand Purchase: Testing Cultural (In)stability of Measures Over Time Across the United States, Poland, and South Korea

This article encompasses two studies of how cultural dimensions help us understand consumers’ motivations to buy prestige brands in the global market. In Study 1, we investigated the effects of social interaction factors on prestige brand purchase in the U.S., Poland, and South Korea. The study model was conceptualized using individualism as a cultural characteristic, drawn from Hofstede’s cultural dimension theory. Consumers from these three...