Asymetry in Multi-Cultural Luxury Communication: A Comparative Analysis on Luxury Brand Communication in India and China

A luxury brand strongly differentiates itself from the universe of classic consumption goods, resulting in a different way of communication than just “making sales”. A basic idea starts from making people dream and aspire. In luxury one applies the communication strategy in order to create a dream and to recharge a brand’s value, not just in order to sell (Kapferer and Bastien, 200912. Kapferer , J. and Bastien , V. 2009. The luxury strategy, 219Philadelphia: Kogan Page Limited. View all references). Through previous researches in the past, scholars have identified a number of concepts which influence consumer’s purchase intention, perceived values and attitudes towards luxury brands.