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Limited-edition advertising does not always work for luxury brands: The influence of consumption contexts
Tseng, Ting hsiang1; Huang, Hazel H.2; Liu, Matthew Tingchi3
2021-09-01
Source PublicationJournal of Consumer Behaviour
ABS Journal Level2
ISSN1472-0817
Volume20Issue:5Pages:1204-1215
Abstract

Limited-edition advertising on a limited quantity available to be sold (limited quantity scarcity) is used to increase product value, thereby enticing consumers. This type of limited-edition advertising has been proven to be effective for luxury brands; as a result, its adoption has increased over the years. However, are limited editions effective across all consumption situations? The current study argues that limited-edition advertising may not always work as well as previously thought and that it is only effective when (1) consumers are in emotional (vs. cognitive) consumption contexts; (2) the consumption is socially visible (vs. invisible); and (3) the country of origin where the luxury product was made is favorable (vs. unfavorable). The results of two experiments using 807 participants confirmed the study's hypotheses. More importantly, the findings showed that limited-edition advertising had detrimental effects in a cognitive consumption context; that is, using limited-edition advertising in a cognitive consumption context decreased consumers' purchase intentions. Theoretical and managerial implications are discussed.

DOI10.1002/cb.1928
URLView the original
Indexed BySSCI
Language英語English
Scopus ID2-s2.0-85101426954
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Cited Times [WOS]:3   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionFaculty of Business Administration
Affiliation1.Department of International Business, Feng Chia University, Taichung, Taiwan
2.Durham University Business School, University of Durham, Durham, United Kingdom
3.Marketing Department, Faculty of Business Administration, University of Macau, Zhuhai, China
Recommended Citation
GB/T 7714
Tseng, Ting hsiang,Huang, Hazel H.,Liu, Matthew Tingchi. Limited-edition advertising does not always work for luxury brands: The influence of consumption contexts[J]. Journal of Consumer Behaviour,2021,20(5):1204-1215.
APA Tseng, Ting hsiang,Huang, Hazel H.,&Liu, Matthew Tingchi.(2021).Limited-edition advertising does not always work for luxury brands: The influence of consumption contexts.Journal of Consumer Behaviour,20(5),1204-1215.
MLA Tseng, Ting hsiang,et al."Limited-edition advertising does not always work for luxury brands: The influence of consumption contexts".Journal of Consumer Behaviour 20.5(2021):1204-1215.
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