Abstract

Prior work shows that luxury brands predominantly prefer lifestyle advertisements to functional advertisements such that abstract or intangible elements are prevalent, but concrete or tangible elements are less common. This begs the following question: Is this because lifestyle advertisements are more effective than functional advertisements? This research shows that, depending on the situation, functional advertisements can be more effective for luxury products than lifestyle advertisements. Specifically, we apply a two-stage model of decision-making to the luxury purchase context. In stage 1, the motivation formation stage, consumers do not yet intend to buy a luxury product and are still forming purchase interest and motivation. In stage 2, the purchase decision-making stage, consumers desire to buy a luxury product, and their focus is on deciding which product to buy. Compared with stage 1, in stage 2, functional advertisements can be more effective for luxury products than lifestyle advertisements. This effect is consistent with the construal level theory. That is, the matching of construal levels between functional advertisements and the purchase decision-making stage increases the likelihood of making a purchase. This research contributes to literature on luxury branding, luxury advertising, lifestyle and functional branding and offers practical implications to luxury brand managers.

摘要

先前的研究表明，相比功能性广告，奢侈品牌更喜欢生活方式广告，因此抽象或无形元素普遍存在，但具体或有形元素不太常见。这就引出了以下问题：这是因为生活方式广告比功能性广告更有效吗？这项研究表明，根据具体情况，功能性广告对于奢侈品而言可能比生活方式广告更有效。具体来说，我们将决策的两阶段模型应用于奢侈品购买环境。第一阶段，动机形成阶段，消费者还没有购买奢侈品的意愿，购买兴趣和动机还在形成中。第二阶段，购买决策阶段，消费者有购买奢侈品的欲望，他们的重点是决定购买哪种产品。与阶段 1 相比，在阶段 2 中，功能性广告对于奢侈品的效果可能比生活方式广告更有效。这种效应与解释水平理论一致。也就是说，功能性广告与购买决策阶段之间解释水平的匹配增加了购买的可能性。本研究为奢侈品牌、奢侈品广告、生活方式和功能性品牌方面的文献做出了贡献，并为奢侈品牌经理提供了实际意义。功能性广告与购买决策阶段之间解释水平的匹配增加了购买的可能性。本研究为奢侈品牌、奢侈品广告、生活方式和功能性品牌方面的文献做出了贡献，并为奢侈品牌经理提供了实际意义。功能性广告与购买决策阶段之间解释水平的匹配增加了购买的可能性。本研究为奢侈品牌、奢侈品广告、生活方式和功能性品牌方面的文献做出了贡献，并为奢侈品牌经理提供了实际意义。