Sacred and Treasured Luxury: The Meaning and Value of Luxury Possessions amongst Second-generation Asian Indian Immigrants

Abstract

This study focuses on the meaning of luxury amongst second-generation Indian consumers living in the UK; it examines the cultural context of luxury consumption, and the personal and social meaning this group attribute to their possessions. In addition the participant’s ritualistic behaviors in relation to luxury possessions are discussed. This paper in particular examines the cross-border connections of the participants. As luxury brands develop extravagant, globally recognized, homogenous marketing campaigns, we see how these consumers are influenced not only by their own bi-cultural identities but also by the global influences impacting their daily lives.

Keywords:

• cross-cultural consumption
• luxury
• ritualistic behaviors
• identity

Additional information

Notes on contributors

Yasmin K. Sekhon

Currently Yasmin leads the MA Luxury Brand Management programme at Winchester School of Art, Faculty of Business and Law. Yasmin continues her research in the area of consumption, from both a luxury, cultural, consumer and business perspective and publishes in a number of national and international journals. [email protected]