G. Laurent
Papers
1
Total Citations
14
H-Index
1
About
Gilles Laurent is a pioneering figure in luxury marketing and consumer behavior, best known for his groundbreaking work on the Euroconsumer of luxury goods. His research focuses on cross-cultural consumer segmentation, brand management, and the socio-demographic drivers of luxury purchasing. In his most cited paper, "Y a-t-il un euroconsommateur du luxe?" (1993, 14 citations), Laurent conducted a large-scale pan-European study of 12,500 consumers and their attitudes toward 30 international luxury brands. This work systematically compared the segmenting power of geographic and socio-economic indicators, revealing nuanced differences in luxury consumption across Europe. By challenging the notion of a homogeneous European luxury consumer, Laurent provided critical insights for global brand strategy and market segmentation. His contributions have shaped how marketers understand cultural and demographic influences on high-end purchasing behavior. Laurent’s research remains influential in luxury marketing academia and practice, offering a rigorous empirical foundation for studying consumer diversity. His work continues to inspire scholars exploring the intersection of culture, status, and consumption in global markets.
Research Focus
Key Achievements
Top Papers
- 1