The concept of luxury is relative in nature and the perceived luxuriousness of a brand is influenced by a number of subjectivities. In the Indian context, the history of colonization and the dominance of Western cultures for the past many decades have created a preference for luxury brands of Western origin, which is reflected in the perceptions of luxuriousness of the brand. However, the ‘Westernization’ of the Indian society is intertwined with a milieu of traditions and cultures which are strongly embedded in ‘Indian-ness’, where, consumptions linked to the Indian cultural traditions and celebrations create a distinction between products that have their origins in Indian culture versus those that stemmed from the Western world. This study compares the perceived luxuriousness of Western brands (LV and Hermes) to Indian luxury brands (Sabyasachi and AND) and examines the effect of the cultural origins of a product in the context women’s fashion, where a saree is seen as a product that originates from Indian culture, vis-à-vis evening dresses, which are perceived as a primarily Western concept. The results of the study reveal that though the perceived luxuriousness of Western brands is higher than those of Indian origin, there is a clear moderating effect of the cultural origin of the product. Western brands attempting to occupy the luxury space in products which have their cultural origins in India (example Hermes marketing sarees) are perceived as being less luxurious than Indian brands present in the same product category (Sabyasachi sarees). The reverse was also found to be true, where Indian luxury brands attempting to create a space for themselves in products which are considered to be of Western origins were perceived to be less luxurious than brands their Western counterparts.

中文翻译：

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印度消费者对“豪华度”的评估：印度和西方奢侈品牌的比较

奢侈品的概念本质上是相对的，品牌的感知奢侈品受许多主观因素影响。在印度背景下，过去几十年的殖民历史和西方文化的主导地位使人们对西方起源的奢侈品牌产生了偏爱，这反映在该品牌的奢华感上。但是，印度社会的“西方化”与牢牢地嵌入“印度性”中的传统和文化环境交织在一起，在这里，与印度文化传统和庆典有关的消费在具有起源的产品之间进行区分印度文化与西方文化相比。这项研究将西方品牌（LV和爱马仕）与印度奢侈品牌（Sabyasachi和AND）的感知奢华进行了比较，并考察了产品文化起源对女性时尚的影响，在这种情况下，纱丽被视为一种起源于莎丽的产品来自印度文化的晚礼服，被认为是西方的主要观念。研究结果表明，尽管西方品牌的感知豪华度高于印度起源的奢华度，但该产品的文化起源具有明显的调节作用。试图在其文化起源于印度的产品（例如，爱马仕（Hermes）营销莎丽服）中占据西方奢侈品牌的西方品牌被认为不及同一产品类别中的印度品牌（Sabyasachi莎丽服）那么豪华。