Advertising in the luxury sector in China: standardisation or adaptation? A comparison between China and Italy

Checchinato, Francesca; Colapinto, Cinzia; Giusto, Alice

doi:10.1533/9781780634494.2.241

Cited by 5 publications

(5 citation statements)

References 24 publications

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“…The issue regarding whether marketing approaches should be localised as international brands enter foreign markets continues to challenge both academics and managers (Checchinato et al, 2014;Pagani et al, 2015). When applied to packaging, this dilemma similarly concerns whether there is a need to offer foreign brands, especially globally recognisable names such as Pantene shampoo or M&M's confectionary, in local packages when they are sold in non-Western markets.…”

Section: Support For Packaging Localisationmentioning

confidence: 99%

When is it necessary to localise product packaging?

Khan

Lockshin

Lee

et al. 2017

JCM

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Purpose The common market practice by global consumer brands to create localised packaging for foreign markets conflicts with findings that cast doubt on this strategy. By examining the differential influence of standard (Western) and local (Chinese) packaging on Chinese consumers’ perceptions and choice behaviour, this study aims to examine whether this strategy is effective or even necessary. Design/methodology/approach A pre-test first identified suitable products and brands. Using a multiple methods approach, online participants in China first rated the brands and packaging of hedonic and utilitarian products. The ratings were then validated by triangulating with the results of a discrete choice experiment that captured participants’ choice behaviour. Findings For hedonic products, standard packaging is rated more positively and chosen more often than local packaging. For utilitarian products, there are no differences in ratings and choice. For hedonic products, brand likeability is higher for standard packaging than for local packaging. For utilitarian products, brand likeability does not differ between the two packaging types. Research limitations/implications These findings cast doubt on the effectiveness of indiscriminate packaging localisation. International marketers need to rethink their approach, particularly in non-Western markets. Interviews with five brand managers in charge of major consumer brands in China revealed their actual market practice and further illuminate this study’s findings. Originality/value This is first study to question the common market practice of packaging localisation and investigate the differential effects of standard versus local packaging of foreign products on consumers’ perceptions and choice behaviour.

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Section: Support For Packaging Localisationmentioning

confidence: 99%

When is it necessary to localise product packaging?

Khan

Lockshin

Lee

et al. 2017

JCM

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“…The luxury industry must come up with creative ideas of making meaningful connections. With the development of the online communication channel, the luxury brand management has opened the possibility of unlimited interaction with the customer base (Checchinato et al, 2014). The story behind any luxury brand must be specific for the products/services it merchandises, as it creates elevated effective emotions of authenticity, conciseness, reversal, and humour (Chiu et al, 2012).…”

Section: The Systematic Review Process On Innovation Sustainability and Luxurymentioning

confidence: 99%

“…Bartikowski and Cleveland (2017) arrived at the conclusion that the motivations and behaviours of consumers towards luxury brands cannot be presumed as globally standardized. Hence, brand management is to create this consistent brand status, by using specific positioning strategies for foreign consumers vs. local consumers (Bartikowski et al, 2019), as well as utilizing concepts such as glocal advertising (Checchinato et al, 2014). The heritage identity of the luxury brand represents one of the most important resource; its acknowledgement and utility must be linked to the present image of the brand, through its historical trajectory, achievements, meaningfulness, and nostalgia, both in relation to the consumer and in relation to its human resources (Burghausen & Balmer, 2014).…”

Section: The Systematic Review Process On Innovation Sustainability and Luxurymentioning

confidence: 99%

Qualitative Analysis of Sustainability and Innovation Within the Luxury Business Sector

Grigorescu¹,

Ion²

2021

J Knowl Econ

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“…Thus, comparative advertising emphasizes the superiority of luxury products/services (Bambauer-Sachse & Heinzle, 2018). Moreover, luxury brand management should recognize the importance of localness vs. globalness in terms of consumer perspective (Checchinato et al, 2014;Bartikowski and Cleveland, 2017;Bartikowski et al, 2019).…”

Section: Framework Synthesis On Brand Managementmentioning

confidence: 99%

Innovation and product management – The direction of the 21^st century luxury market

Grigorescu

Ion

2020

Proceedings of the International Conference on Business Excellence

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Today, most of the so-called luxury streets are covered with advertisements and stores of the mass fashion brands. On Champs Elysées, next to Louis Vuitton and Cartier are brands like Zara and Naf-Naf. The implication of such a picture triggers much needed changes in the general strategy of the luxury brands in product management and innovation management. Constructing their whole core marketing and branding strategy on appealing to human emotions and psychology, the luxury market focuses on symbolism, rarity, extraordinariness, and, of course, aesthetics. Nevertheless, trying to opt out for the same textbook management is not an option for these businesses. Stepping up the pace in the innovation sector, starting with technology, and going all the way to the rapidly evolving consumer profile, the 21st century luxury market can truly support a long history by giving back to the community, with strong brand equity and long-term strategic and financial business innovation and product management. The paper represents a theoretical research aiming at identifying the main strategic direction of the luxury market in terms scientifically proved innovation and product management, with the scope of understanding the new trends in management, and the impact of the latter on bettering the market results of the businesses involved under the form of a model. The results of the research are consistent for both the practical and theoretical sphere of the subject, as they underline the extent to which the influence of consumer psychology and brand management affects the innovation process within the luxury goods market. The limitations of the paper are consistent with the lack of primary data, although the results were condensed in a model that could represent the basis for further research on the topic.

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Advertising in the luxury sector in China: standardisation or adaptation? A comparison between China and Italy

Cited by 5 publications

References 24 publications

When is it necessary to localise product packaging?

When is it necessary to localise product packaging?

Qualitative Analysis of Sustainability and Innovation Within the Luxury Business Sector

Innovation and product management – The direction of the 21^st century luxury market

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Advertising in the luxury sector in China: standardisation or adaptation? A comparison between China and Italy

Cited by 5 publications

References 24 publications

When is it necessary to localise product packaging?

When is it necessary to localise product packaging?

Qualitative Analysis of Sustainability and Innovation Within the Luxury Business Sector

Innovation and product management – The direction of the 21st century luxury market

Contact Info

Product

Resources

About

Innovation and product management – The direction of the 21^st century luxury market