Visual Communication of Luxury Fashion Brands on Social Media: Effects of Visual Complexity and Brand Familiarity

14 Pages Posted: 17 Sep 2018

See all articles by Jung Eun Lee

Jung Eun Lee

Virginia Tech

SONGYEE HUR

University of Tennessee, Knoxville

Brandi Watkins

Virginia Tech

Date Written: January 2018

Abstract

Marketers of luxury brands have embraced new strategies to convey their brands to consumers using visual communication via social media. Although social media posts have the potential to improve marketing efforts for luxury brands, there is a dearth of research on the effect of visual communication strategies on luxury brands. This study investigated the effect of visual complexity of social media images on consumers’ brand perceptions in a luxury fashion context. Results of two experiments revealed that when respondents were familiar with a classical style luxury brand, their perception of luxury was greater for a less than a more complex image. However, when the brand was unfamiliar, they reported a greater perception of luxury for the complex image than for the simple one. Further, the results indicated sequential mediating effects of perceived luxury and product attitude on the relationship between visual complexity and behavioral intentions (i.e., purchase intentions and intentions to share images). The results of this study suggested that, to increase positive perceptions of luxury brands, marketers should determine the visual complexity of social media images they use by determining consumers’ degree of familiarity with the brand first.

Keywords: Social media, Visual complexity, Luxury fashion, Visual communication

Suggested Citation

Eun Lee, Jung and HUR, SONGYEE and Watkins, Brandi, Visual Communication of Luxury Fashion Brands on Social Media: Effects of Visual Complexity and Brand Familiarity (January 2018). Journal of Brand Management, Vol. 25, Issue 5, 2018. Available at SSRN: https://ssrn.com/abstract=3245122 or http://dx.doi.org/10.1057/s41262-018-0092-6

Jung Eun Lee (Contact Author)

Virginia Tech ( email )

Blacksburg, VA 24061
United States

SONGYEE HUR

University of Tennessee, Knoxville ( email )

The Boyd Center for Business and Economic Research
Knoxville, TN 37996
United States

Brandi Watkins

Virginia Tech

Blacksburg, VA 24061
United States

Register to save articles to
your library

Register

Paper statistics

Downloads
1
Abstract Views
69
PlumX Metrics