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- 저자 : ( Mukta Ramchandani ) (검색결과 1 건)
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跨文化奢侈品溝通中的不對稱硏究: 以中印奢侈品品牌溝通以中印市場的奢侈品品牌溝通比較硏究
( Mukta Ramchandani ),( Ivan Coste-maniere ) 한국마케팅과학회 2012 Journal of Global Fashion Marketing Vol.3 No.2
A luxury brand strongly differentiates itself from the universe of classic consumption goods, resulting in a different way of communication than just "making sales". A basic idea starts from making people dream and aspire. In luxury one applies the communication strategy in order to create a dream and to recharge a brand`s value , not just in order to sell (Kapferer and Bastien , 2009). Through previous researches in the past, scholars have identified a number of concepts which influence consumer`s purchase intention, perceived values and attitudes towards luxury brands.Those findings contribute to understanding in general about individuals` motives and pattern of luxury consumption. Whereas, most of the studies were conducted in developed nations regardless of emerging markets like China. (Wiedmann et al., 2007; Wang et al., 2010, 2011). The luxury and fashion brands are focusing on the penetration in the emerging markets and are creating a large consumer base with dependence on communication strategy but in the long term this has a negative affect since it should be critical for them to understand what consumer values trigger the purchase of their brands and why? Theoretical backdrop in the past has neither been much established between the asymmetry of brand communication in the developed and developing countries nor between the cognitive responses of consumers and the brand identity. As such, developing a deeper understanding about the influence of implemented strategies upon brand identities in consumer buying patterns is relevant key in determining how such practices can confer and be followed in developed and developing economies. Giving a competitive advantage on all adopting firms or the ones that intend to embed and capitalize on their business practices. This research is focused on the asymmetry in multicultural luxury communication but it is centralized around the comparative analysis of luxury communication between India and China with a minor focus on France. France for long has been considered the origin of luxury and fashion industry and it sets as a suitable example for this research. France is a significant market for luxury brands and is prevalent since years due to the heritage and exclusive artisan values imparted in the brand image targeted at the consumers who are more like connoisseurs and are aware of the product they are considering luxury. Ethical and moral considerations impact the purchase of luxury products. Communication can be portraying bling bling in some cultures and in some it could be under the jurisdiction of censorship. Sometimes, it`s a trend which is followed by the "peer feedback" or the "word of mouth". But sometimes there are the direct communicative tools used by the brands through magazines, billboard, internet and social media that have a strong impact on the mindset. The objectives of this research were achieved through adoption of two perspectives simultaneously - of the communication strategies adopted by the luxury brands and of the customer. Countries are compared by various dimensional scales and culture can be quantified but also it could be correlated with different aspects of consumption. This research has tried to answer the questions like -how do luxury brands influence the luxury consumers based on multicultural paradigms? What are the major consumer motivations in India, China and France for buying a luxury product? Which brands are perceived as luxury, where and why? What are the converging and diverging factors that determine the modes of communication implemented? The multifaceted dimensions and concepts involved in cross-cultural communication like cognitive response theory, mimetic desire, celebrity influences on potential consumers of the luxury and fashion brands are well studied in this research through the survey and the in depth interview. The questionnaire was designed considering the participant`s responses with their motivational factors, places of purchasing, impact of celebrity endorsements, attractiveness and expertise on the brand communications adopted in their country. Due to the lack of extensive secondary data present on the communication strategies for China the focused group interviews and a personal interview are considered as the major approaches for collecting the data. It provided the benchmark to allow for various forms of imperfect markets in simulation to explain the probable outcomes of the luxury brand communication in China. The literature review comprises of the elements, concepts and theories related to the consumer behavior, the modes of communications adopted and how they impact the countries. The secondary data and the relation with Hofstede`s five dimensional cultural differences has been related to the findings and observations made with the Primary data for China, India and France. This method is based on the originality and is direct. We have drawn and inference through this study that the luxury brands can be more proactive and more cultural conscious when entering huge multicultural economy like India and China which must not be hindered with the traditional communication process of portraying the brand identity to the connoisseur category and thus prevent value shifts amongst the brand positioning.With the lesser dependency on making a brand fall prey to a trend it should strategically be identified as market driving than the market driven force. This new step could serve as the launch pad in increasing the brand value catering to the aspirational and admirational consumers. Confirming the interest of the potential consumers to consolidate and support a brand`s positioning as luxury. Furthermore, diverging the impact from "conspicuous consumption" to "brand loyalty". The structure of this paper constitutes the introduction of the concepts involved in the study, research methodology, discussion and conclusion with the merger of solutions for managerial implications.
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