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Luxury brands do not glitter equally for everyone
Previous studies indicate that Westerners and
non-Westerners vary in terms of culture and in the degree
of focus on objects and the background of advertisings. In
this study, the divergences in the perceptions of adver
tisements for luxury cars are tested by using eye-tracking
technology. Going beyond previous studies that considered
the time spent on the observations, we use a mixed-meth
ods approach to complement experimental results with
survey data. As expected, Europeans pay more attention to
the object (i.e., luxury product) in the advertising compared
to Asians. In contrast, Asians focus more on the back
ground of the stimuli. Seizing these results, practitioners
will be able to design better-targeted advertising for luxury
brands based on whether the audience is Asian or Western.
The study also shows how an advertiser distracts the
attention of the target group from the object (product) by
adding focal objects on the sides.
Autor
Prof. Dr. Ralf Wagner
Farhad Aliyev; Taylan Ürkmez
 
ArtikelFachbereichFachrichtung
2018BetriebswirtschaftslehreMarketing/Absatz
 
Schlagwörter
Eye-tracking, Luxury brand, Mixed-method research