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)
Sources
Abstract
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.
📖 Papers frequently viewed together
945 Citations
4 Citations
References32
Newest
#1Jae-Eun Kim (AUT: Auckland University of Technology)H-Index: 12
#2Stephen Lloyd (AUT: Auckland University of Technology)H-Index: 6
Last. Marie-Cécile Cervellon (EDHEC Business School)H-Index: 13
view all 3 authors...
This research advances the theory and practice of luxury brand advertising effectiveness by decoding brand–consumer engagement grounded in narrative transportation. An online semi-structured qualitative questionnaire incorporates a modified thematic apperception testing projective technique and is administered in three target countries for luxury brands: France, Korea and Australia. Respondents were exposed at random to global ads from one of four brands: Hermes, Chanel, Louis Vuitton and Gucci....
71 CitationsSource
A consistent finding in the attitude literature is that strong attitudes are products of effortful cognitive elaboration (Petty and Cacioppo 1984; Petty and Wegener 1999). The current research extends this by incorporating the construct of implicit self-theory. Specifically, it finds that that individuals who believe in fixed traits of personality (entity theorists) form strong attitudes without effortful cognitive elaboration. They form attitudes more quickly and with less effort but hold these...
16 CitationsSource
#1Russell N. Laczniak (Iowa State University)H-Index: 23
In this article, I provide some thoughts that guided my decision making while I was editor of the Journal of Advertising (2003–2006). Specifically, I reflect on the definition of theory and how it has been and should be used in the advertising discipline. In particular, I attempt to distinguish between weaker (contextual) and stronger (universal) theories and present my views on how future research in advertising can proceed in developing useful theories within this domain.
13 CitationsSource
The majority of researches on luxury focus on the behaviour and opinions of consumers and let drop the important role that advertising produces on them, as is done in this work and shown with a relational model. In addition to their commercial message, some remarkable and artistic advertisings convey the identitary values of luxury (IVL) characterizing luxury parent Houses. We list and analyze these IVL: craft production, raw materials, respect of craftsmen, their knowledge, know-how, gestures a...
50 CitationsSource
#1Lingjing Zhan (PolyU: Hong Kong Polytechnic University)H-Index: 3
#2Yanqun He (Fudan University)H-Index: 10
This study investigates the underlying motivations for luxury consumption among Chinese middle-class consumers by testing the relationships between psychological traits and attitudes toward the best-known luxury brands. The study examines three psychological traits that make Chinese consumers unique compared to their global peers: value consciousness (VC), susceptibility to normative influence (SNI), and the need for uniqueness (NFU). Results suggest that consumers evaluate the best-known brands...
225 CitationsSource
#1Barbara J. Phillips (U of S: University of Saskatchewan)H-Index: 21
#2Edward F. McQuarrie (Santa Clara University)H-Index: 30
The prevailing view is that imagery in fashion advertising is idealized, and that repeated exposure to the gap between ideal and real is toxic to women’s self-esteem, providing prima facie evidence for the negative impact of the marketing system on vulnerable consumers. We challenge this view of fashion ad imagery by means of content analyses and a survey supplemented by interviews. The prevailing view is shown to be ideologically rather than empirically based, and to confuse fashion with other ...
17 CitationsSource
#1Ji Kyung Park (UMN: University of Minnesota)H-Index: 7
When consumers use brands with appealing personalities, does the brand’s personality “rub off” on them? The answer is yes, but only for consumers who hold certain beliefs about their personality. Entity theorists perceive themselves to be better looking, more feminine, and more glamorous after using a Victoria’s Secret shopping bag (study 1) and more intelligent, more of a leader, and harder working after using an MIT pen (study 2); incremental theorists are unaffected. In two subsequent studies...
165 CitationsSource
#1Jeni L. Burnette (UR: University of Richmond)H-Index: 20
#2Jeffrey M. Pollack (UR: University of Richmond)H-Index: 22
Last. Crystal L. Hoyt (UR: University of Richmond)H-Index: 27
view all 3 authors...
Extending research on implicit theories to the leadership domain, we examined how individual differences in belief about the malleability of leadership ability influenced responses to stereotype threat. The study consisted of two time periods. At time 1, we assessed individual differences in implicit theories of leadership ability and self-efficacy for leadership. At time 2, we activated a stereotype threat in a high-stakes environment. Results revealed that women reported lower self-evaluation ...
39 CitationsSource
#1Caroline Tynan (University of Nottingham)H-Index: 16
#2Sally McKechnie (University of Nottingham)H-Index: 19
Last. Celine Chhuon (University of Nottingham)H-Index: 1
view all 3 authors...
The global market for luxury brands has witnessed dramatic growth over the last two decades but the current challenging economic environment contributes to the difficulty brand owners experience in ensuring that customers perceive sufficient value in their luxury brands to compensate for the high prices. According to recent service-oriented research, customers and suppliers co-create value as a result of a shift from a firm- and product-centric view of value creation to one that focuses on perso...
506 CitationsSource
#1Young Jee Han (SC: University of Southern California)H-Index: 4
#2Joseph C. Nunes (SC: University of Southern California)H-Index: 21
Last. Xavier Drèze (University of California, Berkeley)H-Index: 8
view all 3 authors...
Abstract This research introduces “brand prominence,” a construct reflecting the conspicuousness of a brand's mark or logo on a product. The authors propose a taxonomy that assigns consumers to one of four groups according to their wealth and need for status, and they demonstrate how each group's preference for conspicuously or inconspicuously branded luxury goods corresponds predictably with their desire to associate or dissociate with members of their own and other groups. Wealthy consumers lo...
758 CitationsSource
Cited By28
Newest
#1Ling Jiang (Université du Québec)
#2Huachao Gao (UVic: University of Victoria)
Last. Linda Hui Shi (UVic: University of Victoria)
view all 3 authors...
Source
#1Rumen Ivaylov Pozharliev (Libera Università Internazionale degli Studi Sociali Guido Carli)H-Index: 4
#2Willem Verbeke (EUR: Erasmus University Rotterdam)H-Index: 31
Last. Paolo Peverini (Libera Università Internazionale degli Studi Sociali Guido Carli)
view all 5 authors...
Despite the growing demand for luxury goods, there is limited understanding about how consumers respond to luxury-goods advertising and how viewing advertising in different social contexts affects these responses. This study investigates the link between luxury goods advertising and expected utility from a biological perspective by looking at males’ hormonal responses to advertising of luxury versus non-luxury branded goods. Using traditional and consumer neuroscience methods, we collected saliv...
Source
With increased awareness of environmental concerns, companies across industries have begun using recycled materials to manufacture their products. Evidence shows, however, that not all consumers react positively to companies’ efforts to produce recycled content products. To understand that phenomenon, current research focuses on how consumers’ implicit theories (i.e., entity vs. incremental theories) affect their reactions to such products. Because recycled materials are made from waste, entity ...
Source
Purpose The concepts of luxury and pro-environment may be viewed as being in contradiction with each other. Consequently, it is unclear how to promote pro-environmental luxury brands. The present research seeks to develop effective advertising strategies for pro-environmental luxury brands by employing mixed emotional appeals. Design/methodology/approach Two experimental studies were conducted to test two hypotheses. Study 1 examines the effects of mixed emotions (happiness and sadness vs. happi...
1 CitationsSource
#1Felix Septianto (University of Auckland)H-Index: 13
#2Nguyen T. Thai (UOW: University of Wollongong)H-Index: 3
Last. Joya A. Kemper (University of Auckland)H-Index: 10
view all 3 authors...
Prior research has established that consumers with higher levels of biospheric values are more likely to engage in sustainable behaviors. Such findings assume that tourism practitioners should sole...
Source
#1Argho Bandyopadhyay (Deakin University)H-Index: 1
#2Felix Septianto (UQ: University of Queensland)H-Index: 13
Last. Kaushalya Nallaperuma (Deakin University)H-Index: 1
view all 3 authors...
The complexity of luxury brand imagery creates challenges for managers when selecting appeals for luxury branding strategies. Against this backdrop, the present research studies the potential of mi...
Source
#1Eun Yeon Kang (KU: Kutztown University of Pennsylvania)H-Index: 2
#2Yoon Hi Sung (OU: University of Oklahoma)H-Index: 4
Luxury companies are facing a dilemma over green CSR communication. Consumers expect them to engage in pro-environmental practices, but at the same time they view luxury and sustainability as incom...
Source
#1Yuri SeoH-Index: 18
#2Dongwoo Ko (HUFS: Hankuk University of Foreign Studies)H-Index: 5
Last. Jungkeun Kim (AUT: Auckland University of Technology)H-Index: 16
view all 3 authors...
Informed by the psychological theory of mindsets, we establish how “fixed” and “growth” mindsets divergently influence luxury travel behaviors. Across three experiments, we found that the relative ...
3 CitationsSource
#1Ana Pinto Borges (European Business School London)H-Index: 5
#2Paula Rodrigues (University of Porto)H-Index: 7
Source
#1Natalie A. Mitchell (UNF: University of North Florida)H-Index: 2
#2Christine M. Kowalczyk (ECU: East Carolina University)H-Index: 5
Source