Cross-Cultural Differences in Luxury Advertising: An Experimental Study about the Effectiveness of Personalization in Luxury Advertising in China and the Netherlands

Publication Date: Thursday 25 June 2015
Author(s): Shubin Yu; Liselot Hudders & Verolien Cauberghe
Appeared in: the 2015 Global Fashion Management Conference

Abstract

Personalization is used to attract consumers in an advertising clutter context. This paper investigates whether luxury brands should adopt a personalization strategy and whether its effectiveness differs from cultures in different levels of individualism. Results show that for highly individualistic cultures, personalization has a more positive impact on luxury ad effectiveness. In contrast, personalization leads to negative effects for luxury brands in lowly individualistic cultures.

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