The Communication Dilemma

Glyn Atwal, Shaziya Khan and Douglas Bryson

Chapter 11 in The Luxury Market in India, 2012, pp 139-151 from Palgrave Macmillan

Abstract: Abstract In this fast media age, luxury brands face a paradox in how to communicate to the emerging class of luxury consumers in India. The dilemma facing luxury brand marketers is determining the optimal trade-off between accessibility and exclusivity. Do we target communication to the mass and aspirational consumers and risk losing some of the mystique and aura of luxury? Or do we favour the mystique of luxury and risk disconnecting with a potentially lucrative customer segment?

Keywords: Cultural Distance; Advertising Campaign; Brand Personality; Luxury Brand; Gold Jewellery (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-26416-9_12

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DOI: 10.1057/9781137264169_12

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