IDEAS home Printed from https://ideas.repec.org/p/vnm/wpdman/41.html
   My bibliography  Save this paper

Advertising in a luxury fashion magazine: a comparison between Italy and China

Author

Listed:
  • Francesca Checchinato

    (Dept. of Management, Università Ca' Foscari Venice)

  • Cinzia Colapinto

    (Dept. of Management, Università Ca' Foscari Venice)

  • Alice Giusto

    (Research Fellow Università Ca' Foscari Venice)

Abstract

In the general framework of globalization and internationalization, the paper focuses on the advertising strategies adopted by top companies in the luxury sector. The article reports on the preliminary data of a study to determine the importance of local culture in advertising content by comparing Chinese and Italian ads. In particular, this research analyses the content of advertisements from Vogue, one of the most popular and influential fashion and beauty magazine, both in China and Italy: the focus is on three industries, namely clothing, cosmetics and jewellery. The selected ads of Ôproduct pairsÕ allow to shed a light on the choices in terms of communications messages and conveyed image by top brands in both countries. The content analysis points out visual and textual elements contributing to the standardization-adaptation discussion: this research reveals that strategies are both affected by the country and the product category.

Suggested Citation

  • Francesca Checchinato & Cinzia Colapinto & Alice Giusto, 2013. "Advertising in a luxury fashion magazine: a comparison between Italy and China," Working Papers 5, Department of Management, Università Ca' Foscari Venezia.
    • Handle: RePEc:vnm:wpdman:41
    as

    Download full text from publisher

    File URL: http://virgo.unive.it/wpideas/storage/2013wp5.pdf
    File Function: First version, 2013
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Cheng Wang & Xiaohua Lin, 2009. "Migration of Chinese Consumption Values: Traditions, Modernization, and Cultural Renaissance," Journal of Business Ethics, Springer, vol. 88(3), pages 399-409, October.
    2. Kolbe, Richard H & Burnett, Melissa S, 1991. "Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 243-250, September.
    3. Jean-Charles Rochet & Jean Tirole, 2003. "Platform Competition in Two-Sided Markets," Journal of the European Economic Association, MIT Press, vol. 1(4), pages 990-1029, June.
    4. Javalgi, Rajshekhar G. & Cutler, Bob D. & Malhotra, Naresh K., 1995. "Print advertising at the component level : A cross-cultural comparison of the United States and Japan," Journal of Business Research, Elsevier, vol. 34(2), pages 117-124, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Blankson, Charles & Iyer, Pramod & Owusu-Frimpong, Nana & Nwankwo, Sonny & Hinson, Robert, 2020. "Positioning strategies of foreign and indigenous firms in an African cultural milieu," Journal of Business Research, Elsevier, vol. 119(C), pages 627-638.
    2. Estelle Malavolti, 2016. "Single Till or Dual Till at airports: a Two-Sided Market Analysis," Post-Print hal-01406372, HAL.
    3. 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.
    4. Nagler Matthew G., 2007. "Understanding the Internet's Relevance to Media Ownership Policy: A Model of Too Many Choices," The B.E. Journal of Economic Analysis & Policy, De Gruyter, vol. 7(1), pages 1-28, June.
    5. Namrata Sandhu, 2019. "Fueling Gender Stereotypes: A Content Analysis of Automobile Advertisements," Business Perspectives and Research, , vol. 7(2), pages 163-178, July.
    6. Martin Peitz & Sven Rady & Piers Trepper, 2017. "Experimentation in Two-Sided Markets," Journal of the European Economic Association, European Economic Association, vol. 15(1), pages 128-172.
    7. Scott Duke Kominers & Alexander Teytelboym & Vincent P Crawford, 2017. "An invitation to market design," Oxford Review of Economic Policy, Oxford University Press and Oxford Review of Economic Policy Limited, vol. 33(4), pages 541-571.
    8. Chakravorti Sujit, 2003. "Theory of Credit Card Networks: A Survey of the Literature," Review of Network Economics, De Gruyter, vol. 2(2), pages 1-19, June.
    9. Chiara Mauri & Angelo Di Gregorio & Alice Mazzucchelli & Isabella Maggioni, 2017. "The employability of marketing graduates in the era of digitalisation and globalisation," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(4), pages 103-124.
    10. Lam, W., 2015. "Switching Costs in Two-sided Markets," LIDAM Discussion Papers CORE 2015024, Université catholique de Louvain, Center for Operations Research and Econometrics (CORE).
    11. V. I. Blanutsa, 2022. "Geographic Research of the Platform Economy: Existing and Potential Approaches," Regional Research of Russia, Springer, vol. 12(2), pages 133-142, June.
    12. Andrei Hagiu & Julian Wright, 2015. "Marketplace or Reseller?," Management Science, INFORMS, vol. 61(1), pages 184-203, January.
    13. Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.
    14. Kind, Hans Jarle & Koethenbuerger, Marko & Schjelderup, Guttorm, 2008. "Efficiency enhancing taxation in two-sided markets," Journal of Public Economics, Elsevier, vol. 92(5-6), pages 1531-1539, June.
    15. Waterson, Michael, 2023. "Platforms as arbitrageurs and facilitators of arbitrage- a simple analysis," The Warwick Economics Research Paper Series (TWERPS) 1481, University of Warwick, Department of Economics.
    16. Davide Consoli & Pier Paolo Patrucco, 2011. "Complexity and the Coordination of Technological Knowledge: The Case of Innovation Platforms," Chapters, in: Handbook on the Economic Complexity of Technological Change, chapter 8 Edward Elgar Publishing.
    17. Lapo Filistrucchi & Tobias J. Klein, 2013. "Price Competition in Two-Sided Markets with Heterogeneous Consumers and Network Effects," Working Papers 13-20, NET Institute.
    18. Buechel, Berno & Krähenmann, Philemon, 2022. "Fixed price equilibria on peer‐to‐peer platforms: Lessons from time‐based currencies," Journal of Economic Behavior & Organization, Elsevier, vol. 195(C), pages 335-358.
    19. Jennifer Brown & John Morgan, 2009. "How Much Is a Dollar Worth? Tipping versus Equilibrium Coexistence on Competing Online Auction Sites," Journal of Political Economy, University of Chicago Press, vol. 117(4), pages 668-700, August.
    20. Amelio, Andrea & Giardino-Karlinger, Liliane & Valletti, Tommaso, 2020. "Exclusionary pricing in two-sided markets," International Journal of Industrial Organization, Elsevier, vol. 73(C).

    More about this item

    Keywords

    brand communication; Cross cultural marketing; advertising strategies; China; Italy;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • N30 - Economic History - - Labor and Consumers, Demography, Education, Health, Welfare, Income, Wealth, Religion, and Philanthropy - - - General, International, or Comparative

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vnm:wpdman:41. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marco LiCalzi (email available below). General contact details of provider: https://edirc.repec.org/data/mdvenit.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.