Sacred and treasured luxury: the meaning and value of luxury possession amongst second generation Asian Indian immigrants

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