IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v67y2014i12p2666-2675.html

When luxury advertising adds the identitary values of luxury: A semiotic analysis

Author

Listed:
  • Anido Freire, N.

Abstract

The majority of researches on luxury focus on the behaviour and opinions of consumers and let drop the important role that advertising produces on them, as is done in this work and shown with a relational model. In addition to their commercial message, some remarkable and artistic advertisings convey the identitary values of luxury (IVL) characterizing luxury parent Houses. We list and analyze these IVL: craft production, raw materials, respect of craftsmen, their knowledge, know-how, gestures and traits of artistic genius. A semiotic and rhetoric analysis of two selected advertisings (Louis Vuitton, Hermès) allow to identify the semic richness of discursive content of symbolic images and identitary narratives of each luxury brand (“griffe”), revealing the implicit IVL. We conclude that strength and power of major luxury Houses lie in the global coherence they apply everywhere (creation, products, narratives and advertisings), reinforcing their brand image and attracting more loyal consumers.

Suggested Citation

  • Anido Freire, N., 2014. "When luxury advertising adds the identitary values of luxury: A semiotic analysis," Journal of Business Research, Elsevier, vol. 67(12), pages 2666-2675.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:12:p:2666-2675
    DOI: 10.1016/j.jbusres.2014.04.004
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296314001350
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2014.04.004?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Megehee, Carol M. & Spake, Deborah F., 2012. "Consumer enactments of archetypes using luxury brands," Journal of Business Research, Elsevier, vol. 65(10), pages 1434-1442.
    2. Uche Okonkwo, 2007. "Luxury Fashion Branding," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-59088-5, June.
    3. Zhang, Bopeng & Kim, Jung-Hwan, 2013. "Luxury fashion consumption in China: Factors affecting attitude and purchase intent," Journal of Retailing and Consumer Services, Elsevier, vol. 20(1), pages 68-79.
    4. Truong, Yann & McColl, Rod, 2011. "Intrinsic motivations, self-esteem, and luxury goods consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 18(6), pages 555-561.
    5. Jean-Noël Kapferer & Vincent Bastien, 2009. "The specificity of luxury management: Turning marketing upside down," Post-Print hal-00493180, HAL.
    6. Benoît Heilbrunn & Patrick Hetzel, 2003. "La pensée bricoleuse ou le bonheur des signes : Ce que le marketing doit à Jean-Marie Floch..," Post-Print halshs-02919707, HAL.
    7. DUBOIS, Bernard & LAURENT, Gilles & CZELLAR, Sandor, 2001. "Consumer rapport to luxury : Analyzing complex and ambivalent attitudes," HEC Research Papers Series 736, HEC Paris.
    8. Bernard Cova & Veronique Cova, 2002. "Tribal marketing: The tribalisation of society and its impact on the conduct of marketing," Post-Print hal-01822665, HAL.
    9. Stokburger-Sauer, Nicola E. & Teichmann, Karin, 2013. "Is luxury just a female thing? The role of gender in luxury brand consumption," Journal of Business Research, Elsevier, vol. 66(7), pages 889-896.
    10. Jean-Noël Kapferer, 2004. "The New Strategic Brand Management," Post-Print hal-00786821, HAL.
    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. de Lassus, Christel & Anido Freire, N., 2014. "Access to the luxury brand myth in pop-up stores: A netnographic and semiotic analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 21(1), pages 61-68.
    2. Hamelin, Nicolas & Thaichon, Park, 2016. "Consumer motives and impact of western media on the Moroccan luxury buyer," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 164-170.
    3. Loureiro, Sandra Maria Correia & Jiménez-Barreto, Jano & Romero, Jaime, 2020. "Enhancing brand coolness through perceived luxury values: Insight from luxury fashion brands," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    4. Shin, Hyunju & Eastman, Jacqueline K. & Mothersbaugh, David, 2017. "The effect of a limited-edition offer following brand dilution on consumer attitudes toward a luxury brand," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 59-70.
    5. Alev Kocak Alan & Inci Dursun & Ebru Tumer Kabadayi & Kenan Aydin & Fikret Anlagan, 2016. "What Influences the Repurchase Intention for Luxury Brands?-The Relative Impacts of Luxury Value Dimensions," International Business Research, Canadian Center of Science and Education, vol. 9(5), pages 11-24, May.
    6. Shahid, Shadma & Paul, Justin, 2021. "Intrinsic motivation of luxury consumers in an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    7. Ko, Eunju & Costello, John P. & Taylor, Charles R., 2019. "What is a luxury brand? A new definition and review of the literature," Journal of Business Research, Elsevier, vol. 99(C), pages 405-413.
    8. Stępień Beata, 2018. "Snobbish Bandwagoners: Ambiguity of Luxury Goods’ Perception," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 26(1), pages 79-99, March.
    9. Llamas, Rosa & Thomsen, Thyra Uth, 2016. "The luxury of igniting change by giving: Transforming yourself while transforming others' lives," Journal of Business Research, Elsevier, vol. 69(1), pages 166-176.
    10. Raluca CIORNEA, 2021. "Insights Into Women’S Luxury Consumption – A Teenagers Versus Young Adults Comparison," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 7-26, May.
    11. Sharma, Amalesh & Soni, Mauli & Borah, Sourav Bikash & Saboo, Alok R., 2020. "Identifying the drivers of luxury brand sales in emerging markets: An exploratory study," Journal of Business Research, Elsevier, vol. 111(C), pages 25-40.
    12. Anja Marie Bundgaard & Rikke Dorothea Huulgaard, 2019. "Luxury products for the circular economy? A case study of Bang & Olufsen," Business Strategy and the Environment, Wiley Blackwell, vol. 28(5), pages 699-709, July.
    13. Gustavo Barrera Verdugo & Héctor R. Ponce, 2023. "Gender Differences in Millennial Consumers of Latin America Associated with Conspicuous Consumption of New Luxury Goods," Global Business Review, International Management Institute, vol. 24(2), pages 229-242, April.
    14. Ajitha, S. & Sivakumar, V.J., 2017. "Understanding the effect of personal and social value on attitude and usage behavior of luxury cosmetic brands," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 103-113.
    15. 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.
    16. Andreea-Ionela Puiu & Anca Monica Ardeleanu & Camelia Cojocaru & Anca Bratu, 2021. "Exploring the Effect of Status Quo, Innovativeness, and Involvement Tendencies on Luxury Fashion Innovations: The Mediation Role of Status Consumption," Mathematics, MDPI, vol. 9(9), pages 1-18, May.
    17. Javier F. de la Ballina & Isabel de la Ballina, 2019. "Scarcity as a Desirable Attribute of Luxury Fashion Brands in Millennial Marketing," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 31(2), pages 153-170.
    18. Sindy Liu & Patsy Perry & Gregory Gadzinski, 2019. "The implications of digital marketing on WeChat for luxury fashion brands in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 395-409, July.
    19. Sharma, Amalesh & Soni, Mauli & Borah, Sourav Bikash & Haque, Tanjum, 2022. "From silos to synergies: A systematic review of luxury in marketing research," Journal of Business Research, Elsevier, vol. 139(C), pages 893-907.
    20. Nathalie Veg-Sala & Elyette Roux, 2018. "Cross-gender extension potential of luxury brands: a semiotic analysis," Journal of Brand Management, Palgrave Macmillan, vol. 25(5), pages 436-448, September.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    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:eee:jbrese:v:67:y:2014:i:12:p:2666-2675. 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: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    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.