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

Autor(en)

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

Abstrakt

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.

Organisation(en)

Institut für Marketing und International Business

Externe Organisation(en)

Dongguk University, University of Auckland, Bryant University

Journal

Journal of Business Research

Band

117

Seiten

520-528

Anzahl der Seiten

9

ISSN

0148-2963

DOI

https://doi.org/10.1016/j.jbusres.2018.10.003

Publikationsdatum

09-2020

Peer-reviewed

Ja

ÖFOS 2012

502019 Marketing

Schlagwörter

ASJC Scopus Sachgebiete

Marketing

Link zum Portal

https://ucris.univie.ac.at/portal/de/publications/matching-luxury-brand-appeals-with-attitude-functions-on-social-media-across-cultures(f78623f5-27d5-4d41-b42c-eba904ec875e).html