Matching luxury brand appeals with attitude functions on social media across cultures

Yung Kyun Choi, Yuri Seo, Udo Wagner and Sukki Yoon

Journal of Business Research, 2020, vol. 117, issue C, 520-528

Abstract: This study synthesizes previous research on psychological distance, functional theories of attitudes, and cultural contexts of communication to develop a novel perspective regarding how contemporary consumers evaluate luxury advertising on social media. Three empirical studies conducted in Korea, the U.S., and Germany reveal that the consumer perceptions of psychological distance associated with luxury brands influences whether benefit-based or attribute-based appeals are most effective. Further, we reveal that this effect depends on the consumers' attitude functions toward luxury consumption, and it varies across cultural contexts. The results offer novel theoretical insights and provide managers with additional tools to increase the effectiveness of luxury brand advertising in the context of social media and across different cultural markets.

Keywords: Construal level and cultural context; Functional attitudes; Luxury brands; Social media advertising (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:117:y:2020:i:c:p:520-528

DOI: 10.1016/j.jbusres.2018.10.003

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