Effective Luxury-Brand Advertising: The ES–IF Matching (Entity–Symbolic Versus Incremental–Functional) Model

Published on Sep 12, 2016in Journal of Advertising
· DOI :10.1080/00913367.2016.1226995
JaeHwan Kwon5
Estimated H-index: 5
(Baylor University),
Yuri Seo18
Estimated H-index: 18
(University of Auckland),
Dongwoo Ko5
Estimated H-index: 5
(HUFS: Hankuk University of Foreign Studies)
This study draws on the psychological tenets of implicit self-theories, which differentiate between individuals with entity versus incremental orientations, to deepen our understanding about how consumers evaluate luxury-brand advertising appeals. Our findings show that entity theorist consumers are more attracted to the symbolic value appeals of luxury brands, whereas incremental theorists are more attracted to functional value appeals. Furthermore, we show how consumers' implicit self-theories can be purposively primed by managers with the textual elements of a luxury-brand advertising message to increase its effectiveness, which provides useful implications for designing and executing effective luxury advertising.
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