1-F: Grotesque Imagery Enhancing Persuasiveness of Luxury Brand Advertising

Donghwy An, Hongik University, South Korea
Chulsung Lee, Hongik University, South Korea
Janghyun Kim, Korea Christian University, South Korea
Nara Youn, Hongik University, South Korea
The current research examines consumers’ perceived fit between grotesque imagery and luxury branding. We showed that the fit between grotesque imagery and luxury brand advertising facilitates transportation, which in turn enriches brand experience and increases purchase intention of the featured product.
[ to cite ]:
Donghwy An, Chulsung Lee, Janghyun Kim, and Nara Youn (2017) ,"1-F: Grotesque Imagery Enhancing Persuasiveness of Luxury Brand Advertising", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1012-1012.