کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
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1016919 | 940277 | 2014 | 10 صفحه PDF | دانلود رایگان |
The majority of researches on luxury focus on the behaviour and opinions of consumers and let drop the important role that advertising produces on them, as is done in this work and shown with a relational model. In addition to their commercial message, some remarkable and artistic advertisings convey the identitary values of luxury (IVL) characterizing luxury parent Houses. We list and analyze these IVL: craft production, raw materials, respect of craftsmen, their knowledge, know-how, gestures and traits of artistic genius. A semiotic and rhetoric analysis of two selected advertisings (Louis Vuitton, Hermès) allow to identify the semic richness of discursive content of symbolic images and identitary narratives of each luxury brand (“griffe”), revealing the implicit IVL. We conclude that strength and power of major luxury Houses lie in the global coherence they apply everywhere (creation, products, narratives and advertisings), reinforcing their brand image and attracting more loyal consumers.
Journal: Journal of Business Research - Volume 67, Issue 12, December 2014, Pages 2666–2675