Digital Marketing of Luxury


Researcher(s): Shubin Yu
Promotors: Liselot Hudders , Verolien Cauberghe
Duration: September 2014 to August 2017


In less than half a century, small family businesses such as Louis Vuitton, Cartier, and Prada have transformed into great global brands. Although in previous years, the demand for luxury brands was mainly situated in Western countries and developed Eastern countries (e.g. Japan and South Korea), the appetite for luxury goods is now growing substantially in emerging economies, such as China, India, Brazil, and Russia. For years, global (luxury) companies are puzzled with the question to standardize their advertisements or to adapt them to local habits and consumer motives.

The aim of this project was to investigate whether luxury advertisers best standardize or localize their ads, focusing on the advertising strategy, execution and language in European (i.e. Belgium) versus Asian (i.e. China) cultures. Four sets of experimental studies (Between-subjects designs) were conducted to test the hypotheses that are based on the cultural dimension model proposed by Hofstede.