Cross-cultural differences in luxury advertising: an experimental study about the effectiveness of personalization in luxury advertising in China and the Netherlands
Personalization is used to attract consumers in an advertising clutter context. This paper
investigates whether luxury brands should adopt a personalization strategy and whether its
effectiveness differs from cultures in different levels of individualism. Results show that for
highly individualistic cultures, personalization has a more positive impact on luxury ad
effectiveness. In contrast, personalization leads to negative effects for luxury brands in lowly
individualistic cultures.
investigates whether luxury brands should adopt a personalization strategy and whether its
effectiveness differs from cultures in different levels of individualism. Results show that for
highly individualistic cultures, personalization has a more positive impact on luxury ad
effectiveness. In contrast, personalization leads to negative effects for luxury brands in lowly
individualistic cultures.
Personalization is used to attract consumers in an advertising clutter context. This paper investigates whether luxury brands should adopt a personalization strategy and whether its effectiveness differs from cultures in different levels of individualism. Results show that for highly individualistic cultures, personalization has a more positive impact on luxury ad effectiveness. In contrast, personalization leads to negative effects for luxury brands in lowly individualistic cultures.
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