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Luxury product is a very ambiguous concept. The most commonly cited in the literature barrier to the creation of a universal definition of luxury is the relativity of the concept. The relativity of luxury nature of the product takes the form of regional, temporal, economic, cultural, situational, and also due to the individual characteristics of the consumer. It should be therefore considered how to shape the product and which marketing tools should be used, to give and keep a luxury image of it. Analysis of the literature in the field of sciences such as management, sociology, psychology or marketing clearly indicates the growing interest in both the concept of luxury as well as luxury goods. It should be noted, however, that according to the results of research on the perception of luxury, consumers from different countries, cultures show different features of the product as important from the point of view of the luxury nature of the good. The aim of article is identification of differences in the perception of luxury between consumers from different countries, representing different cultures, as well as the specifics of managing a luxury product depending on the country of its origin.
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First, in the category of publishers’ features, the publisher’s type is determined by the certification information and the name of the publisher. According to the Sina Weibo’s certification system, all of the certified
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the time of Danmu comments sent by users is actually different ( Johnson, 2013 ). Pseudo-proximity captures the space dimension and has been further classified into spatial proximity and temporal proximity ( Fan et al. 2018 ). Spatial proximity refers to the physical closeness between the Danmu comment area and the focal area of the video section, whereas temporal proximity refers to the temporal closeness between the Danmu and the video ( Fan et al., 2018 ). Comment-content congruency reflects the support dimension and refers to the consistency between the content