Cross-cultural differences in the preference for brand prominence of luxury products.

This study investigates the cross-cultural difference of women in the preference for brand prominence of luxury products as well as the motivations behind these preferences. 14 motivational scales were included in the research, and culture was identified as the moderating factor of the study. As such, participants were either Eastern- or Western-primed. A total of 140 useful survey responses were collected by the distribution of a self-administered survey through convenience sampling. Findings revealed that the motivations which influenced the preference for brand prominence were the need to be fashionable and the need for status. Culture also had an influence on the preference- Eastern primed subjects were found to have a preference for higher level of brand prominence. In addition, we found that there is an interaction affect between culture and 4 motivations - interpersonal influence susceptibility, need to be fashionable, need for status and need for uniqueness. It is interesting to note that while interpersonal influence susceptibility and the need for uniqueness do not have an influence on the preference for level of brand prominence, the interaction effect between culture and these 2 motivations are significant. Thus, based on the above results, our recommendation for marketers and managers is to adapt luxury strategies and marketing campaigns for different markets based on their motivations and culture. However, it is important not to generalize between the East and the West because globalization has, to a certain extent, influenced Eastern culture through exposure from Western societies and vice versa.BUSINES