The luxury market is on its way from a 'traditional conspicuous consumption model' to a new concept of luxury understanding. The way affluent clientele interprets luxury is changing throughout the world. In an international context, it is of outmost importance to understand the motivation of luxury consumption, the understanding and the interpretation of luxury and how this perception of value perception finally affects the purchasing behavior of wealthy consumers around the globe. Foreign business may be missing important information about how to market luxury goods and services successfully...