Luxury Brands Do Not Glitter Equally for Everyone

14 Pages Posted: 27 Jul 2018

See all articles by Farhad Aliyev

Farhad Aliyev

University of Kassel

Taylan Ürkmez

SolBridge International School of Business

Ralf Wagner

University of Kassel - Dialog Marketing Competence Center (DMCC)

Date Written: November 2017

Abstract

Previous studies indicate that Westerners and non-Westerners vary in terms of culture and in the degree of focus on objects and the background of advertisings. In this study, the divergences in the perceptions of advertisements for luxury cars are tested by using eye-tracking technology. Going beyond previous studies that considered the time spent on the observations, we use a mixed-methods approach to complement experimental results with survey data. As expected, Europeans pay more attention to the object (i.e., luxury product) in the advertising compared to Asians. In contrast, Asians focus more on the background of the stimuli. Seizing these results, practitioners will be able to design better-targeted advertising for luxury brands based on whether the audience is Asian or Western. The study also shows how an advertiser distracts the attention of the target group from the object (product) by adding focal objects on the sides.

Keywords: Eye-tracking, Asians and Europeans, Luxury brand, Perceptions, Object and background, Mixed-methods research

Suggested Citation

Aliyev, Farhad and Ürkmez, Taylan and Wagner, Ralf, Luxury Brands Do Not Glitter Equally for Everyone (November 2017). Journal of Brand Management, Vol. 25, Issue 4, 2017. Available at SSRN: https://ssrn.com/abstract=3219032 or http://dx.doi.org/10.1057/s41262-017-0085-x

Farhad Aliyev (Contact Author)

University of Kassel ( email )

Fachbereich 05
Nora-Platiel-Straße 1
34109 Kassel, Hessen 34127
Germany

Taylan Ürkmez

SolBridge International School of Business ( email )

151-13 Samsung 1-dong, Dong-gu
Daejeon, 300-814
Korea, Republic of (South Korea)

Ralf Wagner

University of Kassel - Dialog Marketing Competence Center (DMCC) ( email )

Mönchebergstr.1
Kassel, DE 34125
Germany

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