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

Francesca Checchinato, Cinzia Colapinto, Alice Giusto

Research output: Chapter in Book/Report/Conference proceedingChapter

1 Citation (Scopus)

Abstract

In the general framework of internationalisation, this chapter focusses on the advertising strategies adopted by top companies in the luxury sector. The chapter reports some of the findings of a study to determine the importance of local culture in advertising content by comparing Chinese and Italian ads. In particular, after an overview of the advertising market in China and in Italy, the content of ads from Vogue, one of the most popular and influential fashion and beauty magazines in both China and Italy, are analysed. The focus is on three industries: clothing, cosmetics and jewellery. This chapter contributes to the standardisation-adaptation discussion and shows that strategies are affected by both country and product category.

Original languageEnglish
Title of host publicationThe Globalization of Chinese Business: Implications for Multinational Investors
Subtitle of host publicationImplications for Multinational Investors
PublisherElsevier
Pages241-264
Number of pages24
ISBN (Electronic)9781780634494
ISBN (Print)9781843347682
DOIs
Publication statusPublished - Aug 15 2014
Externally publishedYes

Keywords

  • Advertising strategies
  • Brand communication
  • China
  • Cross-cultural marketing
  • Italy

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

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