The standardization-localization dilemma of brand communications for luxury fashion retailers' internationalization into China

Liu, Sindy; Perry, Patsy; Moore, Christopher; Warnaby, Gary

doi:10.1016/j.jbusres.2015.08.008

Cited by 95 publications

(86 citation statements)

References 36 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Flagship brand stores consist of single branded, directly-owned stores characterized by architectural uniqueness and innovative store design which transmit the correct and purest expression of the brand image and values to internal and external stakeholders, and to interact and build relationships with consumers (Bonetti, 2014;Brun & Castelli, 2008;Solca, 2016;Kozinets et al, 2002;Kent, 2009;Liu et al, 2016;Moore et al, 2010). Their role thus contributes more to marketing communication and brand awareness building, rather than making profit.…”

Section: Brand Stores and Flagship Brand Storesmentioning

confidence: 99%

“…These consist of a more engaging and holistic experience of the brand's essence and values, also satisfying consumers looking for the entertaining and theatrical aspect of retailing, branded services and environment alongside their shopping activity to create a more memorable and attractive branded experience (Kozinets et al, 2002;Solca, 2016;Bonetti, 2014;Kent, 2009;Liu et al, 2016;Moye & Kincade, 2002;Gilmore & Pine, 2002;. Flagship brand stores aim to engage with consumers' emotions to attract new consumers and retain the loyalty of existing ones, through memorable experiences and cultural sensitivity to local needs (Kent, 2009;Kozinets et al, 2002).…”

Section: Brand Stores and Flagship Brand Storesmentioning

confidence: 99%

See 1 more Smart Citation

A Review of Consumer-Facing Digital Technologies Across Different Types of Fashion Store Formats

Bonetti

Perry

2017

Advances in Business Information Systems and Analytics

Self Cite

View full text Add to dashboard Cite

Several current trends in the fashion retail and marketing landscape are associated with the ongoing digital revolution, including the increasing tendency for fashion retailers to adopt consumer-facing digital technologies across their online and physical store formats. Such technology helps improve the store environment by conferring a more engaging and stimulating shopping experience for consumers. This chapter provides a review of existing literature, supported by relevant industry reports and current examples from key players in the fashion retail sector, to provide a comprehensive analysis of different types of consumer-facing digital technology in various fashion store formats and how they impact on the overall shopping experience. The authors review a number of technologies including interactive touchscreens, RFID tags, beacon technology, magic mirrors and mobile apps, and consider how they are implemented in online stores, digitally enhanced stores, brand stores and pop-up stores in the fashion sector.

show abstract

Section: Brand Stores and Flagship Brand Storesmentioning

confidence: 99%

Section: Brand Stores and Flagship Brand Storesmentioning

confidence: 99%

A Review of Consumer-Facing Digital Technologies Across Different Types of Fashion Store Formats

Bonetti

Perry

2017

Advances in Business Information Systems and Analytics

Self Cite

View full text Add to dashboard Cite

show abstract

“…O conceito de luxo liga-se tanto a objetos quanto a códigos, comportamentos, valores estéticos e estilo de vida (Casterède, 2005;Liu et al, 2016), é de natureza dinâmica e pode se materializar no objeto, na marca ou no serviço. O luxo existe em função da distinção social, do conhecimento que embasa o consumo e das suas representações.…”

Section: Marcas De Luxounclassified

“…A aplicação de marcas é interessante para o marketing, a fim de que o consumidor possa identificá-la e que esse nome se diferencie dos demais. O luxo fica cada vez menos presente no objeto, em sua categoria funcional e mais presente na marca e sua simbologia (Bellaiche, Mei-Pochtler & Hanisch, 2010;De Toni et al, 2014;Liu et al, 2016).…”

Section: Marcas De Luxounclassified

See 1 more Smart Citation

Avaliação de Marcas de Luxo: Um Estudo Experimental com Dois Fatores Moderadores

et al. 2016

View full text Add to dashboard Cite

O marketing de marcas de luxo apresenta algumas particularidades em relação ao utilizado em outros mercados. O objetivo principal deste estudo é identificar os efeitos do endossamento de celebridades e do país de origem na avaliação de marcas de luxo. Para tanto, realizaram-se dois experimentos, nos quais as variáveis foram manipuladas por meio de anúncios publicitários desenvolvidos para este fim. Os resultados indicam que a) a avaliação da marca de luxo não é favorecida pela utilização de endossamentos, mesmo de celebridades, e b) existem indícios quanto ao efeito país de origem na moderação da avaliação realizada pelos consumidores em determinadas circunstâncias.

show abstract

How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? A cross‐cultural study

Ruanguttamanun

2023

Glob Bus Org Exc

View full text Add to dashboard Cite

When entering foreign markets, effective advertising appeals are usually employed in advertising to convey local consumers how the products and services will satisfy their wants or needs. The purpose of this cross‐cultural study is to investigate the consumers’ differences between a developed economy (USA) and an emerging economy (Thailand) based on Hofstede's cultural dimensions and the advertising appeal in green advertisements. This study investigates the role played by cultural and economic differences on liking advertising appeals in green advertisements which provides new insight into the literature on cross‐cultural studies as well as managerial implications for marketers, especially in Thailand. Using Hofstede's cultural dimensions as a basis for distinguishing cultures, 40 green global advertisements were presented to 40 consumers in Thailand and 40 consumers in the United States. A combination of quantitative and visual content analysis was also used to examine green advertisements and determine the liking of the appeals. Cultural differences in Hofstede's dimensions reflect in advertising appeals preferences. The results indicate that the USA and Thailand preferred similar appeals but in different ranking; these appeals are corporate image, eye‐catching graphic, exaggerated, imaginative, informative, interesting, meaningful, natural, and sad. Possible explanations and implications of the findings are discussed as well as demonstrating the significance of culture on advertisement effectiveness.

show abstract

The standardization-localization dilemma of brand communications for luxury fashion retailers' internationalization into China

Cited by 95 publications

References 36 publications

A Review of Consumer-Facing Digital Technologies Across Different Types of Fashion Store Formats

A Review of Consumer-Facing Digital Technologies Across Different Types of Fashion Store Formats

Avaliação de Marcas de Luxo: Um Estudo Experimental com Dois Fatores Moderadores

How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? A cross‐cultural study

Contact Info

Product

Resources

About