This study demonstrates how consumers’ implicit self-theory orientations (Entity vs. Incremental) relate to their perceptions of luxury brand appeals (Functional vs. Non-functional). Specifically, our experiments show that the entity theorists are likely to value the hedonic appeal of luxury brands, whereas incremental theorists value their functional appeal. The study provides useful insights for managers for designing advertising messages and their positioning strategies for luxury brands.

• Jaehwan Kwon(University of Iowa, USA)
• Dongwoo Ko(University of Pittsburg at Greensburg, USA)
• Yuri Seo(Victoria University of Wellington, New Zealand)