Integrating Chinese Elements into Luxury Brands: Multiple Pathways and Consumer Responses

In recent years, more and more international luxury brands have added Chinese elements to their products and marketing strategies. This trend is perhaps directly related to the rise in cultural self-confidence of and national identity among Chinese citizens. This is a well-planned initiative to increase brand competitiveness by attracting the local demand. However, inclusiveness in the cultural context does not imply any sort of consumer acceptance. The controversy over Dior's "horse face dress" in 2022 is a clear reminder that a tribute that is not well received can easily suck up to be a public relations disaster. The success of these designs hinges on a complex psychological consistency within the consumer. The aesthetics of a brand first has to match the expectations of consumers in a realistic manner. Beyond this visual threshold, the symbolic meaning of a brand should allow the individual to project his or her ideal self in the social context. Whether a brand is able to evoke strong emotional experiences is also a key issue. I employ the S-O-R framework to systematically analyse three parallel mediating paths including aesthetic appreciation, ideal self-congruity and emotional brand experience. In this study, I take these three subjective dimension into consideration as common mediating factors identified with aesthetic, social and emotional values of luxury goods. They are considered fundamental elements in the consumer journey. A more in-depth picture of this phenomenon can be obtained through the mixed-methods approach to research. The intention is to reveal the subtle psychological structures and meanings that consumers experience when engaging with luxury designs that are infused with culture. The achievement of this research should be contributing to an already existing theoretical knowledge on cultural marketing through more in-depth evidence. Ultimately, I hope to be able to offer differentiated market segmentation and strategic recommendations to practitioners.