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Abstract
The study explores luxury brand websites in Chinese and English languages in terms of website characteristics, standardization versus adaptation, product category, and country-of-origin. The content analysis findings suggest that Chinese-language luxury brand websites are highly standardized with the English-language counterparts. The extent of luxury brand websites' standardization varies by different product categories and country-of-origins. Greater COO image is used in Chinese language luxury brand websites than in English ones.
Keywords: luxury e-branding, standardization, adaptation, country-of-origin
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INTRODUCTION
The Best Global Brands Report 1 indicated that 12 luxury brands ranked among 100 top global brands, while compared with the same report conducted in 2003, when only 8 luxury brands were included. The sales figure of the luxury industry displayed an increase in profits and showed astonishing brand value. The most prominent region demonstrating the luxury trends is referred to as "Greater China," including China, Hong Kong, Taiwan and Singapore. Especially in 2005, according to LVMH, a French luxury goods corporation, Mainland Chinese are already the company's fourth biggest group of customers 2. LVMH reported that in 2011, 28% of half year revenue came from Asia, mainly China 3.
The relevant importance of luxury branding in Greater China, however, has not received a great deal of academic attention, though some research has systematically been conducted on luxury consumption in U.S. and Europe. Little luxury-related research has been done in the area of Asia. Some previous research explored the difference between East-West luxury consumption habits 4,5. Since that time, there is a lack in research of this area, especially focusing on China, which has been the most promising global market for luxury brands. Therefore, this study will explore the cross-cultural difference on luxury brand websites.
Luxury brands have established websites to directly communicate with current and potential consumers. Online marketing of luxury goods also is beginning to have a significant impact. Hence, it is important to realize what the overall characteristics of luxury brand websites are. Do English-language luxury website have Chinese-language counterpart? To what degrees are the websites standardized or adapted? What does "standardization" mean in terms of luxury brand websites' features? Luxury goods have unique characteristics and additional value besides the product itself. The management of luxury...