Luxury Advertising

Researcher(s): Shubin Yu
Promotors: Liselot Hudders , Verolien Cauberghe
Duration: from 01/09/2014 to 31/08/2017



Description

In less than half a century, small family businesses such as Louis Vuitton, Cartier, and Prada have transformed into great global brands. Although in previous years, the demand for luxury brands was mainly situated in Western countries and developed Eastern countries (e.g. Japan and South Korea), the appetite for luxury goods is now growing substantially in emerging economies, such as China, India, Brazil, and Russia. For years, global (luxury) companies are puzzled with the question to standardize their advertisements or to adapt them to local habits and consumer motives.

The aim of this project is to investigate whether luxury advertisers best standardize or localize their ads, focusing on the advertising strategy, execution and language in European (i.e. Belgium) versus Asian (i.e. China) cultures. Four sets of experimental studies (Between-subjects designs) are conducted to test the hypotheses that are based on the cultural dimension model proposed by Hofstede.

©Copyright 2017. All rights reserved. Sitemap Read our disclaimer