The Research Of Non-coo Symbols In Luxury Brands Advertisement On Customer Brand Attitude

As the rapid development of China’s economy, the people’sconsumption is near the beginning of a structural growth story, it wouldnot be surprising that the sales volume of luxury goods increasescorrespondingly. Chinese consumers’ demand for the luxury goods aregradually improving, China has become the second largest country ofluxury goods consumption, which surpassed Japan. Therefore, the majorluxury brands have high expectation and enthusiasm in these emergingmarkets like China. Considering different aesthetism in these markets,several luxury brands added more local elements in their product design oradvertisement. People found that, non-country-of-origin symbols appearsin some products or advertisements of luxury brands, but this type ofsymbols is not always have good communicating effect as those brandsexpecting.This paper is based on the classic theory of elaboration likelihoodmodel (ELM), contained a empirical study of luxury advertisement ofnon-country-of-origin symbols on consumers’ attitude formation, fromboth central and peripheral routes, and came up with these conclusions asbeloe.1. Subjects highly involved with the luxury product category havemuch favorable advertisement attitude and brand attitude, whenexposed in the advertisement with stronger arguments thanweaker.2. Low involved subjects with much favorable initial attitude towardnon-country-of-origin symbols, have less favorable attitude towadthe advertisement and brand than those with less favorable initial attitude toward those symbols.