| dc.description.abstract | This study explores the effectiveness of black-and-white imagery in luxury brand
communications, specifically in influencing consumers’ perception of luxury in an
era of increased accessibility to luxury brands. We hypothesize that incorporating
black-and-white imagery into luxury brand visuals can effectively shape
consumers’ perception of luxury. Additionally, we propose that perceived brand
expertise mediates the relationship between black-and-white advertising and
perceived brand luxury, while examining the moderated mediation of brand
heritage salience.
An online experiment involving 145 adult participants was conducted using the
Qualtrics platform. Data analysis using STATA and SPSS provides compelling
evidence supporting the positive impact of black-and-white advertising on brand
luxury perception. The findings also emphasize the significance of perceived
brand expertise in shaping consumer perceptions of luxury brands.
Based on these findings, luxury goods marketers are advised to strategically
incorporate black-and-white visual imagery in brand communications to enhance
consumers’ perception of luxury. By leveraging the inherent associations of
black-and-white visuals, luxury brands can reinforce their image while
maintaining exclusivity and desirability in an increasingly accessible market.
This research highlights the potential of black-and-white visual imagery in luxury
brand communications. Further research is needed to explore the mechanisms
through which brand expertise perception and heritage salience influence the
relationship between black-and-white advertising and perceived brand luxury.
Additionally, examining the impact of black-and-white imagery across different
market segments can offer valuable insights for luxury brands’ communication
strategies. | en_US |
