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Luxury brands do not glitter equally for everyone

Author

Listed:
  • Farhad Aliyev

    (University of Kassel)

  • Taylan Ürkmez

    (SolBridge International School of Business)

  • Ralf Wagner

    (University of Kassel)

Abstract

Previous studies indicate that Westerners and non-Westerners vary in terms of culture and in the degree of focus on objects and the background of advertisings. In this study, the divergences in the perceptions of advertisements for luxury cars are tested by using eye-tracking technology. Going beyond previous studies that considered the time spent on the observations, we use a mixed-methods approach to complement experimental results with survey data. As expected, Europeans pay more attention to the object (i.e., luxury product) in the advertising compared to Asians. In contrast, Asians focus more on the background of the stimuli. Seizing these results, practitioners will be able to design better-targeted advertising for luxury brands based on whether the audience is Asian or Western. The study also shows how an advertiser distracts the attention of the target group from the object (product) by adding focal objects on the sides.

Suggested Citation

  • Farhad Aliyev & Taylan Ürkmez & Ralf Wagner, 2018. "Luxury brands do not glitter equally for everyone," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 337-350, July.
    • Handle: RePEc:pal:jobman:v:25:y:2018:i:4:d:10.1057_s41262-017-0085-x
    DOI: 10.1057/s41262-017-0085-x
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    Cited by:

    1. Pengji Wang & Adrian T. H. Kuah & Qinye Lu & Caroline Wong & K. Thirumaran & Emmanuel Adegbite & Wesley Kendall, 2021. "The impact of value perceptions on purchase intention of sustainable luxury brands in China and the UK," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 325-346, May.
    2. Farhad Aliyev & Taylan Urkmez & Ralf Wagner, 2019. "A comprehensive look at luxury brand marketing research from 2000 to 2016: a bibliometric study and content analysis," Management Review Quarterly, Springer, vol. 69(3), pages 233-264, September.
    3. Jin, Ting & Prentice, Catherine & Shao, Wei, 2021. "Identifying antecedent conditions for luxury brand purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    4. Malek Simon Grimm & Ralf Wagner, 2021. "Intra-brand image confusion: effects of assortment width on brand image perception," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 446-463, July.
    5. Shaun M. Powell, 2018. "Journal of Brand Management: year end review 2018," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 494-499, November.

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