Digital Advertising Challenges for Global Luxury Brands' Appeal

This dissertation project, focusing on the e-business (e-marketing) program, investigates the challenges global luxury brands face in digital advertising while appealing to local expectations. The research explores the significance of digital advertising for the success of these brands, utilizing literature reviews, research methodologies, and data analysis through interviews and projective questions. It examines how cultural differences influence digital advertising strategies and the benefits brands gain by aligning with local expectations. The study utilizes Hofstede's cultural dimensions and Expectation Confirmation Theory to understand customer perceptions. The project aims to answer research questions about the influence of local expectations on digital advertising and the benefits derived from these strategies, providing insights into the evolving landscape of luxury brand marketing in a globalized world. The project is structured with an introduction, literature review, research methodology, data analysis, and conclusion, offering a comprehensive analysis of the topic.

RESEARCH METHODS - PROJECT TWO: OUTLINE (DISSERTATION)
RESEARCH PROPOSAL
Programme: E-business (E-marketing)
Broad subject area of interest: Luxury brand, Digital marketing, culture, and customer
behavior
Working Title: Digital advertising: Challenges for Global Luxury Brands appeal to local
expectations.
Acknowledgement
I would like to take this opportunity to thank you my dissertation supervisor Mr. Nick Howey
for advising and supporting every step of this study. Another crucial factor that proceed the
work are all participates who join the interview session without their co-operative and
willingness, this dissertation might not complete with good result and discussion. At last, I
would like to thank Newcastle university who gives a chance for me to do the research and
my colleges who encourage and help during unexpected situations.
Abstract
Global Luxury brands are regarded as images in the consumer's mind that comprise
associations regarding a high level of price, aesthetics, rarity, extraordinariness, quality and a
high grade of non-functional associations. Main purpose of conducting this dissertation is to
analysis importance of digital advertising on success of global luxury brand. In order to
complete this dissertation, different steps have been used by researcher. Literature review is
consider main steps which have been applied for identifying opinion of different authors
about the topic. Researcher methodology also used by researcher for collecting reliable and
valid data about the study. Data collection will be done with the help of interview questions
asked by an organization for its customers. Along with this, data analysis will be completed
with the support of projective questions. At last discussion and conclusion have been
completed for addressing each objective of research in systematic manner.
Introduction
Global Luxury Brands' mission is to work nearly with the best designers as well as
crafts people in all over the globe to provide bespoke or effective solutions in the decor sector
and tabletop. Main aim of this report is to identify local expectations influence digital
advertising regarding global luxury brands and the benefits gained by global luxury brands
that achieve local expectations by utilizing digital advertising. For this literature review will

be use by researcher for analysis gap in previous study. This gap mainly related with the
impact of digital advertising on luxury brands in all over the world. Along with this, different
methods will be apply by researcher such as quantitative research, primary and secondary
method of data collection, research philosophy, sampling etc. All these are useful methods
which will support an investigator to complete dissertation and achieve research aim and
objectives within given time duration. There are different chapters which will be require for
completing current dissertation systematically. Introduction, literature review, research
methodology, data analysis and interpretation, conclusion and recommendation are
considered main section for doing this investigation in systematic manner.
In recent years, digital advertising has become the most popular channel to reach
audiences in all sectors of business. Digital advertising is simply categorized as paid
communication through the internet (Ma and Du, 2018). Also, Shaikh et al. (2019) mentioned
that online-advertisement expenditures increased to $72 billion in 2016 while television
expenditure decreased to $67 billion. Digital advertising can be technically defined as social
media, mobile, video and E-mail communication as a persuasive influence on consumption
habits (Nisar and Yeung, 2018).
Beginning in 1980, globalisation has led to an increase in social movements,
investment expression, and product information sharing (Armando et al., 2016). As a result,
globalisation required global business management teams to deal with cross-country
performance, overseas strategy, cost reduction, and managerial process execution
(Kuzmanovic et al., 2019). Moguillansky (2006) states that international standard is created
to incorporate universal goals and how to effectively execute new product allocation and
spreading awareness at both domestic and worldwide. By 2017, international companies
created 9% of worldwide products and raise the GDP by 29% stemming from exports
(Ghemawat and Altman, 2019).
The distinctive luxury brand industry maintains a high global reputation for
distribution and awareness year after year. According to Salehzadeh and Pool (2017), the
definition of luxury brands originated from "Luxus" in Latin, which means exclusivity by
pricing. It can be further defined as “an elite art, irreplaceable, and precious”. However,
maintaining elite status as a super brand that transcends generations is no easy feat. Luxury
brands need to achieve complete worldwide macro distribution while simultaneously
succeeding in local acceptance and sensitive to cultural differences. Culture is defined as the
diversity of thoughts and practical patterns in that transfer from one group to another thus

forming the fabric of society. It has been continuously building from many years of personal
beliefs and roles of individuals since they were young (Hofstede and Bond, 1984). Then, the
significant differences between nations leads to their differences in local cultural
characteristics.
In general, digital advertising aims to embrace cultural boundaries and challenges global
business by way of achieving local expectations within cultural differences. Online
advertising of luxury brands shares a single strategy globally, while many local areas have
specific culture limitations with respect to awareness. So, this research will investigate what
actions need to adapt to the local markets. This study will determine the outcomes of local
expectations and how digital advertising is influenced by the people in each area. The result
is an opportunity for luxury brands to succeed.
This research provides a literature review of Hofstede's cultural differences dimension theory
to identify the difference in the culture of customer segmentation. In addition, the
Expectation Confirmation Theory (ECT) is used to forecast customer perception while
viewing online advertising that includes achieving customers' satisfaction. The next section
presents the research questions and literature review with an explanation of those theories.
Research Questions
1. To what extent do local expectations influence digital advertising regarding global
luxury brands?
2. What are the benefits gained by global luxury brands that achieve local expectations
by utilizing digital advertising?
The research questions’ purpose is to understand the effect of digital advertising through
local expectations in various cultural conditions, and the reasons why global luxury brands
use it as a strategy to connect with customers of different regions.

Literature review
Global Luxury brands
The luxury brand industry is recognized as a globalized market that provides high-
value products and exclusivity in brand awareness. It is a crucial market not only because of a
market value that was over $130 billion in 2007, but also because of its increasing
progression rate which surpassed other industries in the last decade (Fionda and Moore,
2009). Researchers stated that the growth rate was influenced by “High-net-worth
individuals” whose desire is to purchase luxury goods. The worldwide luxury brands can
support customer demand and attention requirements by establishing strategies that respond
to customer wants and expanding geographic availabilities. Since the luxury industry has
been enlarging offer classifications, the four main groups are luxury fashion goods, perfume
and make-up wine and spirits, and watches and jewellery (ibid.). Nevertheless, this research
will focus only on luxury fashion products as it presents the fast-changing and difference in
demand while offering high price and need strong marketing to support. Chan (2019) agreed
that fashion industry is the most affected industry by fast- changing market trend which
pushes customer buying decision and the brand need to understand customer demand before
launching new collection. Wisler (2018) highlights that luxury brands receive income from
their authentic goods and superior quality services to all willing participants. Although high-
end goods were sold at expensive price levels, they are justified by the established luxury
experience and legacy brand awareness.

Illustration 1: Brand value of the leading 10 most valuable luxury brands
worldwide in 2019 (in million U.S. dollars)*
Source: (Brand value of the leading 10 most valuable luxury brands worldwide, 2019)
This statistic explains the brand value of the leading ten most valuable luxury or
global brands worldwide in year 2019. In that year, Burberry was the 7th ranked most
valuable luxury brand in all over the world with a brand value of approximately 4.7 billion
U.S. dollars.
In regard to global brand management, Donze and Fujioka (2015) discuss their
research about the luxury brands business where companies changed marketing tactics to
expand business internationally by focusing on brand management, whereas the trend in the
1990s was mainly on globalization, focusing on customisation and modification to particular
regional markets. Luxury brands focused on globalisation and international sales extension
that is required for the large scaled business. Luxury brand management considers financial
systems, circulation systems, and company profile as centralised pillars, while decentralising
subsidiaries provide operational control. Researchers state the problem where the expansion
of global luxury brands meet cultural obstacles while developing sales in the new territories.
This difference can be seen when the company is the Asian and western territories (ibid.).
However, most luxury brands succeed in revenue growth this recent year by overcoming
cultural trends. According to Interbrand (2018), the value of luxury brands increased to 43%

in 2018 which larger than the others industry since they have accomplished by countering
with the cultural changing trends. Hennigs et al. (2012) supported that motivation of
consumers and perception in brand merit through luxury brands is key for managing outlook
and social viewpoints.
According to the Liam O'Connell, 2018, the global luxury brands, which covers
fashion, drinks, cosmetics, fragrances, luggage, jewellery, handbags and watches has been on
an upward climb for different years. The importance of the international personal luxury
brands market was around 212 billion euros in year 2013. Along with this, luxury brand is
independent of the product's quality, they are mainly considered to be products at the
advanced end of the market in forms of price and quality. Along with this, the concept of
phenomena of luxury brand is characterizes both luxury brands and products and also
differentiate similar phenomena such as masstige and premium. Along with this, it also
differentiates between main kinds of luxury brands and products such as a connoisseur vs.
star brands and accessible vs. exceptional luxury products.
In simple word, a a prestige brand or luxury brand introduces as a type of brand for
which a number of its products are quality and luxury products. It may also cover few brands
whose names are linked with luxury, high quality or high price. There are different examples
of popular luxury brands in the United Kingdom such as Rolex, Calvin Klein, Hugo Boss,
Harrods, Chanel, Yves Saint Laurent, Ted Baker, Ralph Lauren, Dior, Estee Lauder, Armani,
Pandora, Dolce & Gabbana, Cartier, Paco Rabanne, Gucci, Tiffany &Co, Barbour, Omerga,
Tommy Hilfiger, Givenchy, Burberry, Lancome, Versace, Tag Heuer, Dkny etc. Al these are
identified famous and most popular luxury brands in United Kingdom with its high quality
and high price.
Apart from this, local expectations influence digital advertising regarding global
luxury brands in direct manner. Digital advertising also called internet advertising or online
advertising, is fundamentally applying the online chances to communicate or convey
marketing information to customers. There are different kinds of emerging and new formats
for internet marketing, although its is mainly recognised that it would cover social media
marketing, search engine marketing, e-mail marketing, more common form of mobile
marketing and display marketing. All these are identify most essential and important types of
digital marketing which will help luxury brands to promote their products according to
customer's expectation.
Luxury Brands Are Spending More on Advertising which will help an organisation by
increasing its sales and market ratio. The accurate information is that maximum number of

luxury brands or organisation look to be optimistic on market situations and are maximising
their investment or sales in advertising and marketing of their products.
As per the opinion of Chase Buckle, 2019, Luxury users are changing now days.
Their expectations and needs are understand to be at odds with the formal knowingness of
what luxury products are. Along with this, expectation of luxury customers about the
advertising process is high which will help an enterprise to fulfil consumers expectation and
increase customer base within given time duration. There are different types of digital
marketing strategies for luxury brands such as 1). take advantage of visual social networks, 2)
Build a website that combines style, user experience, and functionality, Use brand heritage to
tell the stories behind products, Use Facebook Ads to reach luxury shoppers, Don’t
underestimate the value of good SEO, Create aspirational content to educate
customers,Supply content that appeals to people’s desire to display their status, Create a
sense of exclusivity online, Take the in-store experience online, and the online experience in-
store etc.
Expectation of local customers about the advertisement of luxury brands. Customer
expectation introduces to the perceived value or advantages that the purchasers seek when
buying a product or availing a facility. They are the output of learning procedure and can be
definite very speedily because first impressions is last impressions and it matter a lot. Along
with this, an individual established, such type of expectations can hold essential impact in
process of decision making and can be not easy to change. For instance, branded products
are often related with quality. Maximum number of the buyers expect that popular
organisation are higher quality and hence measure their performance.
According to the Scott Smith, 2018, customer satisfaction reflects the experience and
expectations that the buyer has with a big brand or service. In addition, expectation of
consumers reflect both current and past product evaluation as well as consumer experience.
Along with this, purchaser hold both implicit and explicit performance expectation for
features, advertisement, attributes and advantages of services and luxury brands. Customer
expectation is divided into different types such as explicit, implicit, static performance,
dynamic performance, technological, interpersonal and situational. All these are main
expectation which will be require to fulfil by all luxury brands. As it will help them in
enhancing its performance and goodwill in marketplace and in the customer's mind. Along
with this, it will further assist them by increasing number of loyal customers.
There are different forms of online advertising which is used by luxury brands are
determined as under:

Use Facebook Ads to reach luxury shoppers: Facebook Ads are identify one of the
most essential way of online advertising which will support luxury brands to advertise their
products or services in marketplace and to the customers. For example: target ads generally to
married 34 year old males from Paris who like the different brands such as Versace, Gucci
and Prada.
Don’t underestimate the value of good SEO: Google refers as one of the most
influential and effective channels when it comes to supporting luxury shoppers analyse
products, learn more regarding brands and create their purchase. Along with this, it is also
identify best and effective way for luxury brands to promote their products and services in
marketplace.
Create a sense of exclusivity online: Exclusivity introduces as fundamental to big or
luxury brands marketing or advertising as it keeps customer desire via rarity and scarcity. For
example: If an individual could travel into Louis Vuitton and purchase a handbag, Louis
Vuitton is a luxury retail company that would loss their appeal to those customers who
request to have something that other brands can't get access it.
Apart from this, there are different advantages gained by global luxury brands that
achieve local expectations by utilizing digital advertising. Along with this, there are different
reasons digital advertising works for global brand. As it helps global brand by driving its
sales & ROI, it enhance the effectiveness of non-digital media channels, it is more effective
across the entire customer journey, digital advertising drives word-of-mouth at scale, it will
also drives interaction & lifts brands, digital marketing is more efficient than traditional
media, it is more essential for global brand to reach an audience etc. All these are effective
and essential ways which will help an organisation by increasing its sales and profitability
within given time duration.
According to the Sherman Standberry, 2017, there are different advantages of digital
marketing for global brand. Some useful and essential ways are determined as under:
Digital marketing is the most powerful and effective type of marketing: Digital
marketing is important form of marketing which will helps global brand to reach and engage
large number of customers within given time period. Digital marketing also helps an
organisation to promote their products and services in marketplace and to the customers in
quick manner.
Digital marketing increase customer base: It is another main benefit of digital
marketing which assist global brand by increasing customer base and also improving their
goodwill in marketplace and in customer's mind. Large base of customer is moat essential

and significant part for success and growth of company within given time duration. It will
further help global brand to accomplish competitive benefits easily.
Improving brand image and goodwill: With the use of digital marketing, global
grand can easily improve their goodwill and image by introducing products and services at
international level. Along with this, digital marketing assist an organisation to easily promote
their products and fulfil basis requirements of their customers. As satisfied customer support
an organisation to capture large number of market share and increase their sales within given
time duration.
Thus, digital marketing has to provide large number of benefits or advantages to the
global brand including opens up growth options, conversion rate is Higher, customer support
has become a priority, get connected to the Mobile Customers, increase the trust for their
Brand, better ROI for your Investment, digital marketing is Cost Effective, potential to earn
higher revenues etc. All these are main advantages which will helps an organisation in its
development and success at international level.
Culture challenges and Hofsg to the tede’s cultural differences
Culture differences are an important focal point when expanding the brand into other
regions. To achieve the best result, business development should understand the local culture.
Personal preferences are defined by cultural foundations. From a review of Hofstede's
cultural differences dimension theory states human behaviour and values are consequences of
its culture in society. The theory structure is the diverse interaction in a culture that utilized
analysis from various social factors. Hofstede and Bond (1984) introduced "Collective
programming" which shows that individuals are not inherently pre-programmed in the same
way, instead, there are different individual components that form a collective society.
Hofstede's cultural theory are divided into six dimensions. There are power distance index,
individualism versus collectivism, masculinity versus femininity, uncertainty avoidance
index, long-term orientation versus short term normative orientation, and indulgent versus
restraint. According to the views expressed by Sunil Venaik and Paul Brewer, 2013, Culture
is consist to be the key aspect which is required to be considered by the businesses in respect
to developing their operations at global scale. For the purpose of betterment of business
operations through maintaining organisational culture Hofstede's cultural dimensional model
is applied by the businesses, therefore it is effective in maintaining the change within
organisational culture in effective manner. In organizational context, it is important to
analysis culture of customers before providing them services because it help in making
customers happy and satisfied towards company services. As a results, company easily

expand their business activities and attain success. In market place, customers are belongs to
different culture and also has different taste towards the services. This is the reason that
company is responsible for analysing their needs and wants so that they can easily satisfy
customers needs and attain their satisfaction level. For attaining the same, company use
Hofstede's Cultural Dimensions model that is more effective that includes cultural difference
can act as a barriers to communication and it also affect the business organisation ability to
build connection with large number of customers by motivating them towards company
products and services. In this, the main focus of organisation is to effectively understand the
cultural differences of customers with the aim of providing satisfied products and services.
Furthermore, it also define the cross culture communication that describes the effects of
society's culture on the basis of its customers and how these values are related to their
behaviour. This will help in increasing the chances of attaining success at global market. The
main reason behind this is that luxury brand can easily communicate with the customers
about their culture and behaviour as well. With the help of this, organization can easily
improve their brand image by capturing larger market share from its rivals. This type of
model also assist consumer in taking best decision, towards the making better choice. In
addition of this, understanding cross culture decision making style is also help in reducing the
gap between company and its customers as well. The main reason behind this is that,
company use digital advertising to invite and attract large number of consumers towards its
services with the aim of keeping them loyal.
Country differences are a crucial point for business development because of the
massive contrast between regions defined by people’s perceptions, values, and feelings.
McSweeney et al. (2016), states Hofstede’s theory experiment of human behaviour by
country was described as "national culture" and is proven that behaviour is separated by a
national area. By using this model, company easily analysis customer behaviour and culture
as well. The first claim demonstrates national culture can forecast social performance in
various habits. Predictive power is a significant dimension that affected people in over 50
countries in terms of performance, mind, and emotions (Hofstede 2001, cited in McSweeney
et al., 2016). For verification of the expectation of national culture, Hofstede’s model was
used by Swaidan (2012) to analyse consumer ethics in multi-culture situations and outputting
scores in each dimension for understanding diversification and further developing the
business strategy (Duncanson et al., 2016). Other research from Beugelsdijk et al. (2017)
noted in Kirkman, Lowe and Gibson’s 2006 (KLG), Hofstede's theory presented an effective
structure with their work collected from 180 papers, stating that culture is the main factor

which effect studies (148/180). The vast studies focus on country-level (78/148), 64 studies
focus on an individual level, and 58 studies pay attention only to Hofstede's dimensions:
Individualism-Collectivism. The research resulted in findings that country-level behaviour is
affected by cultural differences. Therefore, Hofstede’s theory was able to predict country
expectations and local behaviours. Dubois et al. (2005) supported by the result of their
surveys which determined national culture defined customer's attitude with luxury brands.
The outcomes are compatible with Hofstede’s four-dimensional theory (1980). This study
will focuses on the two relevant dimensions, Individualism versus Collectivism (IDV) and
Masculinity versus Femininity (MAS). The customer purchasing decision in luxury products
are mostly affected by IDV (Mosca and Gallo, 2016). For a masculine society, the one way to
demonstrate their achievement and social status is by purchasing product (Rogers, 1983).
Hence, the intention in luxury brand purchasing can be influenced by MAS.
Individualism versus Collectivism (IDV)
Tarmy (2019) brings a case study of Hermès in which global and local management at
Hermès differentiates themselves from other brands by allowing personal customisation of
the bag. The Birkin bags are one of their most popular collections representing individualistic
culture which is a common buyer habit situation in western countries. In contrary, the
customisation process is a challenge in Asian cultures, a collectivist market that creates bag
value with historic collectability (Roll, 2018). The Hermès financial report illustrates that
most of the sales revenue generated, sorted by geographic location, comes from individualism
counties. Europe and the USA represents over 50% of company income while Asian
countries represents only 36% (Hermès, 2018). According to the opinion stated through
Andre van Hoorn, 2014, Individualism and collectivism is refers as an effective multilevel
approach which is considerably applied by businesses to reducing the issue that is arises in
the culture through the issue of individualism and collectivism. This approach is majorly
helps in analysing the individual perception of people. Along with this, it is also explores
degree to which people within society are directly integrated into groups with the aid of
making them familiar towards the company and its services as well. It help in increasing
positive and healthy relation with large number of customers that may support in building
positive and competitive brand image at global market. Under this type of dimension,
individuals are concerned with their own opinion and also value their personal time to spend
on their activities. It may reflect on the entire activities and behaviour of consumers within
the organization. Whereas, customers from collective cultures feels that they are related to the
large group of people and well-being of other members.

Masculinity versus Femininity (MAS)
In luxury brands businesses, different demands and preferences are clearly separated
by country. The Hofstede study (2001) reveals the result of a country with high Masculinity
has a different value than Femininity countries when comparing male and females within the
same profession (Hofstede 2001, cited in Duncanson 2016). Masculine societies give value to
capability and accomplishment. While feminine societies more about concern for people and
well-being. De Mooij and Hofstede (2010) stated that in an example of masculinity society,
housework is independent between husband and wife. Additionally, more grocery shopping is
done by men, in contrast to grocery shopping by women in a feminine society. It has been
shown that the differences in responsibilities are the core characteristics of this dimension.
Moreover, luxury brands are utilized to showcase an individual’s success in a masculine
society (De Mooij and Hofstede, 2002). From the view analysis of Elizabeth A. Weing Lee,
2011, it is also an another key approach which is requires to be considered by the businesses
in betterment of organisational operations and function. AS per the previous survey it has
been analyse that, organsaitions are follow equality basis within their culture as they are
providing equal opportunity to their employees as per their gender, thus this create value in
development of organizational performance, so it is essential for each small as well as large
business organisation to follow equality within their culture and taking executive decisions
regrading the success of firm. Furthermore, it is also measures the extent in which a culture
has its social roles that clearly distributes between its members. It is also related with the
assertiveness, competitiveness, success and status as well. In this regards, Feminine societies
in which they share modest and caring views. This type of dimensions is often views as
forbidden in highly masculine societies. As number of customers like men buy grocery
products in which their responsibilities are totally change and different. Thus, it is crucial for
company to effectively analysis the factors through which they can easily provide better
services so that they satisfy their needs and wants.
The opposition believes that Hofstede Theory has some conflict with the Trait Theory
on the individual level by using different aspects to understand behaviour. Hofstede believes
individual behaviour is collected from society and family, while Trait Theory states that it is
from learning based personality (Noe, et al., 2017). Hofstede supports cultural difference as a
focus on the overall perspective of people in society. Trait theory structured on the individual
personalities, while Hofstede can reveal board characteristic that will benefit to the market
research.
Digital Advertising marketing

The next stage is to determine local responses after analysing culture. In this study,
digital advertising plays as a factor in measuring the achievement of the global luxury brands’
messaging target. It works as a company tool to connect with the customer regardless of
where they are, they will see the same up-to-date advertising. Online advertising allows a
company to broadcast their information through the internet at minimum cost. "Market-based
relational ties" are an intangible asset that links the global brands to regional people. The
social network is one efficient part that contains individual interactions and analyses the
connection of customer intimacy (Hongzhi et al., 2018). One argument supports the concept
that people's view of online luxury brand advertising is affected by local cultures. This is
because it impacts brand awareness by creating engagement, connection, and intimacy via
online platforms all the times (Yamawaki and Sarfati, 2019). Although, culture gaps are
closing by the digital but, culture different is still very real. In addition, some strong cultures
and local identities can reactivate against globalisation (Kaul,2012). According to the opinion
analysis of Katherine Taken Smith, 2010, Marketing is a key aspect of the success and
progression of a business, thus it is the primary aspect which is considered by the businesses
in development of their operations and functions. In today's modern business era competition
within market is so high so the businesses are concern over using digital source of advertising
their brands in respect to making effective promotions for their business, thus digital
advertising is effective for the firm in attaining higher growth creating awareness by digital
tools and technologies. As per today's scenario, digital advertising is consider as one of the
important activity for every business organization to targeting large number of customers in
specific market place. This will provide better support to business organisation to established
their competitive brand image at market and at the same time also influence consumers to
buy products and services. Along with this, it also includes various activities like search
engine marketing, social media, native ads, pay-per-click, retargeting, mobile marketing,
affiliate and many more. All these are helpful in improving the chances of accomplishing
their competitive image at market place. Mainly, digital advertising is consider as an effective
marketing in which company deliver message to target customers through connection of
internet. It is related with the online advertising, internet marketing and so on that support
luxury brand to easily connect with their customers and at the same time also promote their
services in market place. It may aid in improving customers base. With the assistance of this,
company establishing their competitive image as compare to its rivals. In this context, there
are some benefits of digital advertising marketing for business organization. All these are as
follows:

 Help in understanding about competitors: It is one of the major importance of digital
marketing through which company easily know about their competitors and their
strategies as well. By this, company develop their plan accordingly and also tries to
provide quality services to customers as per their needs and wants. This will
contribute in capturing larger market share from its rivals and at the same time also
established their competitive brand image. This main behind this is using digital
advertising marketing activities.
 Increase profitability: By using digital advertising marketing activities, business
organization easily promote their products and services through which they can easily
increase profitability level at market place. It may increase awareness in customers
mind and at the same time also influence them to buy company products and services
as per their needs. This is the main reason that company enhance their market share
and profitability level as well.
 Enhance customers base: It is also a major importance of digital advertising that may
help business organization is to enhance customers base by inviting large number of
customers towards its offerings. This is the reason that company easily compete their
competitors and at the same time also established competitive edge at market place.
Expectation Confirmation Theory
Local acceptance can be indicated from satisfaction levels measured by revenue,
brand awareness and social involvement in the brands. Therefore, forecasting and predicting
customer’s expectations requires a tool to evaluate the most accurate data. Following Oliver
(1977) research, investigation concludes that when there is an increase in customer
satisfaction, the expectation's percentage also increases, and it relates directly to producing
action. Many researchers agree that expectation plays a major role in post-perception
measurement. The effect of expectation and impact on comparative decisions results in lower
than expected "negative disconfirmation" and "positive disconfirmation” when expectations
are higher (Oliver,1977). Expectation Confirmation Theory (ECT) is chosen to evaluate and
predict the consumer's mind. Oliver (1980), explains that people’s satisfaction has been
proven by consumer study. The results have been gathered from many causes and effects of
"satisfaction cognition". The two items that were introduced to identify decision-making is
"performance-specific expectation” and “expectancy disconfirmation".
ECT is the best evaluation process to achieve customer satisfaction while learning
their behavior originating from the pre-information stage until finally analysing their

expectation after receiving information. The theory's states that expectation is the first criteria
for customer's buying decision and shows their interest, willingness, and behaviour to that
service. The ECT model is based on the contrasting approach between pre-purchase
expectation and performance attitudes. The experiment aims to prove that loyalty is affected
by "intrinsic regulation" which is related to customer attitude engagement. ECT validates
that “willingness” leads them to be a part of a product program and "identified regulation" is
an external factor that can control personal characteristics. Personal involvement in social
behaviors such as educational processing and online communication between communities
were presented in the research of Chou et al. (2010).
According to the above theories, local expectations are influenced by social behaviour
that were impacted by cultural differences. Those expectations lead to perceiving the
performance of global luxury brands via digital advertisement to create customer's attention
and maintain mindshare. A customer will react by confirmation or disconfirmation, thus
affecting the worldwide brand's performance. Casalo et al. (2017) note that the luxury brands
industry is expanding at the same rate as online communication. The study focuses on the
digital advertisement to work as a channel to transfer information to a particular area for
evaluating satisfaction.
One criticism of Hofstede's study is that most of the surveys focuse on international
management areas and most of the study samples are within similar career groups. However,
this model allows to explore the general expectations of local people who interact with global
luxury brands. To achieve success in local expectations, one must understand subculture
before multiplying the message digitally, this execution would help global luxury brands
achieve their goal. A further limitation is that digital advertisement can be a barrier when
identifying local expectations that are deeply influenced by culture. As a result, after people
receive online media, their culture may change from their foundational roots to becoming
more universal.
Although the two theories focus on different areas of research, both theories work
well together. As, ECT is used to determine customer satisfaction after Hofstede theory
analyses the national culture to achieve local satisfaction when international brands approach
local customers digitally. The process is to understand the difference between local
expectations and predict future activities benefiting luxury brands. According to the opinion
stated by Susan A. Brown, Viswanath Venkatesh, Sandeep Goyal, 2011, ECT is an effective
theory which is considerably applied by businesses to attainmnet of growth and success.

Along with this, it is also related with cognitive theory which define post purchase or post
adoption satisfaction as an activity of expectation towards the products and services of the
company. As it also includes various constructs like expectation, perceived performance, dis-
confirmation of beliefs and satisfaction as well. All these are support business organization to
established their competitive image by analyzing customers behavior before providing them
quality services. This will improve the chances of attaining competitive advantages from its
rivals.
 Expectations: It is related with the attributes that a person or consumers predicts that
associated with company products and services. As expectation of consumers is
largely affect or influence both perception of performance and dis confirmation of
beliefs. This will directly affect the customers satisfaction within the company and
towards its products as well.
 Perceived performance: This type of aspect is related with the person's perception
towards the actual performance of a company product, services and technology as
well. As it also influence by per-purchase and per-adoption expectation. As a results
in influence dis-confirmation of beliefs that is reflect the satisfaction by which
meditational relationship with customers.
 Dis-confirmation of beliefs: It is refers to the judgment or evaluation in which
customers make with respect to a products and services. It directly influence
individual original expectations that is posited to increase post purchase and post
adoption satisfaction of customers. If dis-confirmation is negative then it enhance
customers dissatisfaction towards the company products and services.
 Satisfaction: Both post purchase or post adoption satisfaction related with the
individuals taste and pleased with products, services and technologies that help in
gaining positive experience that may aid in improving the chances of enhancing
better satisfaction.
Digital advertising and purchasing intention
Sales ratio
Advertisement expenses 250000
Sales 650000

Advertisement expenses 250000
Advertisement ratio 38%
From the above mentioned information it has been interpreted that advertisement
expenses is 250000 and sales is 65000. As advertisement ratio is 38% which is profit
for luxury brand because sales is high as compare to advertisement expenses.
RESEARCH METHODOLOGY
Research methodology is important and essential section of dissertation. It will help
an investigator to collect appropriate data or information regarding the current study.
Research refers as an in-depth and detailed study about specific topic with investigation via
various sources. There are different tools and methods which are needed to use in order to
acquire positive result (Ko, Phau and Aiello, 2016). Research strategy, research philosophy,
research design, research choice, data sources, data analysis etc. are consider useful method
in research methodology section. All these methods are consider as a part of research onion
framework which will be used by researcher for getting proper outcomes within given time
period. Therefore, all methods are explained as under in detailed manner with its accurate
justification:
Research methodology/Methods
Research philosophy, design, and strategy
The research is based on the ontology approach as a philosophical assumption. It
refers to the belief of nature and reality, repurposing for company and management use
(Saunders et al., 2016). Qualitative interpretive research is the focus on people’s minds
during difficult conditions (Myers, 2013). In the study, interpretive research relates to digital
advertisement abilities for exploring local expectations and its benefit to global luxury
brands. This research applies qualitative above quantitative because qualitative can well
determine the differences in people awareness of online advertising by investigating
international brand practices globally to locally. Success in local expectations is key to
developing a better performance of the company. In qualitative research methodology, the
standard interview is the usual method to examine personal awareness, opinions and
experiences (Mason, 2018). The researcher will carry out interviews for collecting data,
uncovering deep information from interviewees who are able to explore the way that global
luxury brand may achieve local success. To accumulate data, interviewees are crucial for
expanding and investigating people's perceptions. Mason (2018) supports that samplings

assist the researcher to reflect on newly discovered information. The researcher will select six
nominees for interviews who are from a different culture of collectivism or individualism.
For categorization, the world is divided into 8 regions. Rosenberg (2018) updated that from
196 nations, with 8 regions divided by geography and territory. In terms of demographics, 24
to 34 years old are targeted with no limitation about occupations, gender, and socio-
economics. Statista (2019) announced that people in those ages provide the highest
percentage (10.6%) of online luxury brand accessibility in the United States. The research
requires specific interviewees who have experience in global luxury brands along with digital
advertising connectivity.
Research philosophy:
It introduces as a theoretical aspect which gives accurate idea regarding way in which
information about specific research topic can be collected and analyzed. Research philosophy
mainly classified into three section which are positivist, interpretivist and pragmatism. In
current study, research interpretivist philosophy is applied because this is the useful way via
which data regarding the challenges for Global Luxury Brands appeal to local expectations is
accumulated in authentic and systematic manner (Godey and et. al., 2016).
Hypothesis:
Hypothesis 1:
Null hypothesis: μ = To what extent do local expectations influence digital advertising
regarding global luxury brands
Alternative hypothesis: μ ≠ To what extent do local expectations influence digital advertising
regarding global luxury brands
Hypothesis 2:
Null hypothesis: μ = The benefits gained by global luxury brands that achieve local
expectations by utilizing digital advertising.
Alternative hypothesis: μ ≠ The benefits gained by global luxury brands that achieve local
expectations by utilizing digital advertising.
Research Approach:
It refers as an useful way in which step to step evaluation is completed about form in
which investigation is conducted systematically. There are basically two kind of research
approach including inductive and deductive. In order to analysis challenges for Global
Luxury Brands appeal to local expectations, deductive approach is applied because it includes

useful and related articles of investigation topic. Therefore, it is more easy to include all the
essential article related to the current study (Choi, Ko and Kim, 2016). Deductive approach is
also useful for the researcher because it will support them in accumulation of appropriate and
actual information about the topic.
Research design:
It introduces as a scientific method which covers observing and determining the
behavior of a subject without impacting it in any way. The entire activities or tasks of
investigation is mainly depends on research design which is applied by investigator in order
to identify the impact. Research design in dissertation is most essential which will help a
researcher to complete investigation in systematic manner. This section of study is divided
into three parts which is experimental, exploratory and descriptive. All these are most
essential types of research design but according to the current study descriptive design is
followed by researcher (Ashley and Tuten, 2015). There are different reason behind selecting
descriptive design such as: data collection allows for collecting in-depth and accurate
information that may be either qualitative or quantitative in nature. Along with this, surveys
can be followed by enterprises to research in attitudes, habits, behaviors and beliefs of
members of a company, target audience or other enterprise. Therefore, descriptive design is
more suitable and applicable for current study and through this, valid conclusion can be
derived by researcher in effective manner.
Research strategy:
Research strategy is most useful part of research because with the help of this,
researcher can easily collect accurate information about the challenges for Global Luxury
Brands appeal to local expectations. There are basically six types of research strategy such as
case study, quantitative survey, qualitative interviews, action-oriented research, observation
and questionnaire (De Mooij, 2019). All these are identify effective types of research strategy
but according to the current study, qualitative interview will be applied by researcher. There
are different reasons about choosing qualitative interview such as builds a faster assessment
process, forms deeper understanding of candidates, enables broad data collection, facilitates
learning regarding creative qualities, helps in development of personal connection, etc. All
these are major advantages of qualitative interview which will support an investigator to
collect accurate information about the current study from respondents.
Research Choice

There are two types of research which is qualitative and quantitative. In case of
qualitative research, it is an useful method of inquiry that created better knowing on human as
well as social science with purpose to analyze the way people think. On the other hand,
quantitative research is also introduces important method that is applied to develop hard facts
and figures, by employing mathematical, statistical and logical approach (Felix, Rauschnabel
and Hinsch, 2017). Both types of research are essential but according to the current study,
qualitative research is used by researcher. As it is the useful way in which data is presented in
graphs or charts. This gives appropriate justification regarding particular view of participants
over research topic.
Resources
There is need of few resources to execute investigation such as internet connect,
financial assistance, computer system, magazines, newspapers etc. All these are effective
sources which will support an investigator to collect information properly and stored in
reliable and authentic way. There are certain useful resources applied by an investigator to
complete each activities of research in more systematic and effective way. For this,
communication, time, cost etc. are consider main resources which will support a researcher to
do each activities or tasks of investigation in successful manner (Wan, Poon and Yu, 2016).
Time Horizon
Time is most useful part for performing each activities of dissertation. For this part of
research, Gantt chart is follow by researcher. As this tool will help an investigator in
identification of actual starting and ending time duration for completion of research. A Gantt
Chart is an important and useful graphical technique which displays tasks or activities
executed against time period. It is also identify as visual presentation of research where the
tasks are broken down shown on a chart which creates it is so easy to know and interpret.
Along with this, Gantt chart is an essential tool or technique in planning and scheduling the
project activities. It s more essential and significant tool which will be applied by researcher.
As it assist them to identify beginning and closing time period for completion of each tasks or
activities of investigation (Shukla, Singh and Banerjee, 2015).
Detail Start Deadline
Full Research Proposal

1st Meeting with supervisor 5/2/19
Full proposal submission 22/3/19
Feedback/ edit 23/4/19
Data collecting
Create an interview question 29/4/19 3/5/19
Conduct Interview 20/519 21/6/19
2nd Meeting with supervisor 5/6/19
Analyse interview
Interpret record 20/5/19 21/6/19
NVivo analyse 22/6/19 8/7/19
Writing a dissertation
Discussion part 9/7/19
3rd Meeting with Supervisor 10/7/19
Outline 11/7/19 21/7/19
1st draft 22/7/19 28/7/19
4th Meeting with Supervisor 24/7/19
2nd draft 29/7/19 4/8/19
Table of content 5/8/19 11/8/19
5th Meeting with supervisor 21/8/19
Final dissertation 12/819 1/9/19
Submission 2/9/19
Data sources

It is consider most essential part of research methodology which is used by researcher
for gathering reliable data about the research topic. Data source is classified into two parts
such as primary and secondary. Under primary source, questionnaire or interview is most
effective instrument which is apply for collection valid information regarding the issues for
Global Luxury Brands appeal to local expectations. On the other side, under secondary
source, magazines, books, articles, publication research etc. are consider main instruments.
As it will help a researcher to accumulate in-depth and actual data about the global luxury
brand (Goworek and et. al., 2016). Therefore, both primary and secondary source of data
collection are essential for investigator while collection of proper and in-depth data about the
current study. Along with this, both kind of data sources is use in current study in systematic
manner. Literature review is consider as a part of secondary source which have been done in
above mentioned chapter. For collection primary information, interview will be use by
researcher. As both form of data sources useful for carrying out this investigation in effective
way.
Data analysis
Data analysis introduces to the effective method through data is gathered, collected,
interpreted to provide opinion regarding the current study. In dissertation, data analysis is
most important conclusion and recommendation are given on this basis over accumulated
information. Thematic approach is identify one of the best method of data analysis because
with the use of this, researcher can easily analysis reliable and valid data about the study. As
per this method, different themes will be made on each question which will be helpful for
researcher to complete research activities easily. Thus, it is more effective and essential way
for analyzing accurate information from the respondents (Sung, Choi, Ahn and Song, 2015).
Research procedures, techniques and instrument
It is consider most important section of research because it will help an investigator
while collection of accurate and in-depth information about the Challenges for Global Luxury
Brands appeal to local expectations. Qualitative interview and questionnaire are introduces
most essential technique and instrument of research. Both type of instrument will be used in
this dissertation. As it will helps an investigator to accumulate appropriate information
regarding the current topic. Along with this, questionnaire will help an investigator by giving
reliable and valid data about the study. On the other hand, qualitative interview will also
assist them to gather in-depth information about the study in systematic manner (Nadeem,
Andreini, Salo and Laukkanen, 2015).

Access issues
The interviews will be conducted at Newcastle University business school in
Newcastle, the United Kingdom. For other interviewees who are outside the UK, Social
media will be the selected channel for communication such as Skype, line, and Facebook.
Propose data handling and analysis
The data will be collected from interviewees who were selected based on research
objectives. The interview aims to search for profound information from interviewees in
relation to local expectations through digital advertising of a global luxury brand. This study
will use semi-structured interview questions (see appendix) for the need to understand the
interviewee's mind and allow them to explore their emotions. Myers (2013) noted the semi-
structured interview is the pre-prepared question before execution. The advantage is to
contain stability of conversation and encourage interviewees to express openly. To improve
conversation flow, a surprise question might appear for adlibbing interviewees. There are 45
minutes scheduled for each interview. Călin (2013) mentioned that 30-45 minutes is
sufficient to verify the relationship and gain impact on a personal level. The interview will be
collected by recorded audio and saved on computer files in the transcribed data format.
Thematic analysis will be used for categorising information and records, using a combination
of codes, evaluations, descriptions and make a report (Ranjbarian et al., 2018). NVivo was
introduced for analysing the data, software assists in coding data, interpretation and
classification of the process. (Myers, 2013). Finally, this research based on the qualitative
method and the underlying interviews for collecting data use NVivo as an analytic tool. All
process will be executed according to the work plan (see appendix) to reach the research
objectives.
Research Sampling
This is another important section of dissertation which is classified into two parts such
as probability sampling and non-probability sampling. Both are essential types of sampling
method which will help an investigator in selection of respondents from different culture.
According to current study, probability sampling will be used because it not take maximum
time, resources and cost of an enterprise. Along with random sampling is a part of probability
sampling which is used for selecting sample size out of total population. On the other hand,
non-probability sampling is not useful according to current study because it requir more cost

of an organization. As a conclusion, probability sampling is much useful as compare to non-
probability sampling method (Nadeem, Andreini, Salo and Laukkanen, 2015).
Ethical issue
This study will follow ethical practices that “respect and protect the people actively
consenting to be studied” (Payne and Payne, 2004: 66) All interviewees will receive consent
forms, which will inform how data will be collected and secured. The researcher will notify
the interviewees in detail about the data protection, that will be stored in a computer file with
secure password entry. All personal information and identities are strictly confidential to the
public. Data storage will be monitored according to the regulation guidelines of Newcastle
University. Research ethics in investigation were used extensively with aim to ensure that
the study results are considered to be relevant and reliable. There are some research ethics
principles such as anonymity, informed consent and confidentiality. All these are main
principles of research ethics which must be follow by researcher. As it will help them
complete each activities of research in ethical and systematic manner. Under informed
consent, researcher must give accurate detail about research aims and objectives to the
respondents. As they are aware about the research objectives and give accurate opinion
regarding the same. For anonymity, accurate information of all participants are not
considered and not related to any type of research. At last, for confidentiality, results of
investigation are only shared or communicated to those participants who have a stake in the
research outputs and are main part of investigation in a specific capacity. Therefore, all
principles of research ethics is utilize by researcher which will support in completion of
research in ethical manner (Ashley and Tuten, 2015).
Limitations
As qualitative research focuses on in-depth data within the representative sample.
Mason (2018) states that qualitative interviews are difficult morally. Executing research in
public places are sensitive scenarios. An interview requires serious time spent during
practice, during scheduling and evaluating. In fact, qualitative methods propose gathering a
huge amount of data but utilization of a small number of participants may limit the
exploration of new perspectives, because of the interview time required and participants
patience with the interview. Myers (2013) supported that the lack of trust, lack of time and
bias lead to inaccuracy. Collecting interviews may be limited by the time requirements of 4
months.

Research reliability and validity: Reliability and validity of the research is mainly
depends on qualitative interview or questionnaire. Both are consider effective techniques of
data collection which will support an investigator by providing real and accurate data about
the topic. Along with this, questionnaire and qualitative interview is most useful instrument
for gathering appropriate information or data regarding the issues for Global Luxury Brands
appeal to local expectations. As it will further assist them in completion of investigation in
systematic and accurate manner (De Mooij, 2019).
Research budget: It is also consider most effective part of research methodology
because with the use of this, an investigator is able to identify requirement of capital for
research completion. Along with this, the research was highly executed via desktop research
with the use of primary research. The the qualitative interview was conducted in the Thailand
and UK region among the stakeholders or participants in the local communities. In order to
complete this dissertation, appropriate amount of capital will be require by researcher
(Shukla, Singh and Banerjee, 2015).
RESULTS
This refers to be an another key area of an investigation work which assist the
investigation in analyzing actual outcome through determining the information accumulated
by the researcher. In this section of investigation work interview is prepared through
projective technique as it is effective in determining the results of investigation in effective
manner (De Mooij, 2018).

Semi structure question
1. People’s perception through Luxury brand (of the different country or culture)
1. What they are thinking of when heard the word luxury?
Interpretation: Luxury is refers as a state of great comfort or elegance mainly when it in-
volves great experience. people mainly think comfort when they heard the word luxury.
2. What is the reason that people buy the luxury product?
Interpretation: There are numerous reasons for which people buy luxury products, thus dif-
ferent people have different perception as people mainly buying luxury products as they con-
vey a sense of status, wealth, and exclusivity or few people wants to buy the luxury products
to their relevancy as products from luxury brands are more durable than the other common
brands.
3. What is your expectation of luxury brand / product?
Interpretation: The major expectation of buyer is the quality of product and services, as peo-
ple are lying on satisfaction as they expect a good experience on their pay.
4. What are the factors for purchasing?
Interpretation: There are numerous factors for purchasing like self need, lifestyle, social and
economic status of an individual.
5. Do you think luxury product support self-confident, self-esteem and public image? Why?
Interpretation: Yes the luxury products supports the self confidence, self esteem and public
image as luxury products are highly attractive in nature and people are buying it for the
purpose of maintaining their standard and class.
6. Any real-life example or situation that you or people in your country faced.
Interpretation: No, there is no real-life example or situation that people faced within UK or
Thailand.
7. What do you think about the price and quality of luxury goods?
Interpretation: Yes price and quality of luxury goods are more high as comparison to other
brands.
8. Do you think the price of luxury reflect its quality?
Interpretation: Yes, the price of luxury products directly reflect its quality.
2. How digital advertising affect their perception
1. Have you ever seen or perceive any digital advertising of the luxury brands?
Answer : When marketing of luxury products, photographs are introduce one of the best and
essential mediums for evoking the inspirational emotions that they associate with driving a
luxury vehicle, experiencing something exclusive or wearing designer clothing.

2. By what channels (Internet, social media, email)
Answer: As such, visual social networks side such as Pinterest represent a large possibility
for luxury brands to increase brand awareness as well as advocacy easily.
3. What is your reaction when you perceive Digital advertising (click on, skip or find out
what’s going on later?
Answer: When I perceive digital advertising my reaction is find out what's going on later.
4. What are the expectations through the product when you first see through online advertis-
ing?
Answer: When I first see product through online advertising I only see quality and price of
products.
5. How it influences your purchasing decision?
Answer: Better quality of products is positively influence on my purchasing decision.
6. What kind of digital advertising content can appeal to you?
Answer: Social media ads is a type of digital advertising which help customers to provide
their feedback about particular brands on social media. It will also assist them to receive noti-
fication about discount, offers of specific brand.
Projective technique
 Word associate
6 words will give to the interviewee and ask for what come up first on her mind with
the reason
 Chanel
 Hermes
 Rich
 Versace
 Toy
 Food
 Choice considering

Give an order of the factor that digital advertising might affect your expectation for
future Luxury products purchasing and give reason.

Brand reputation
Product quality
Good Public image when you wear or use it
Social / Trends
Price
I buy it for Self-indulgent/ own pleasure
Celebrity who is my favorite is presenter
Creativity on advertising make me want to buy
Picture quality persuade me to buy
Lifestyle
Advertising affected my emotion
Product suit me
Product suit the occasion that I will attend
 Sentence completion
1. Sentence1
When talking about the luxury brand I will think of product quality?
2. Sentence2
Luxury product is a type of product that are not necessary but are extremely
desired and associated with wealthy or affluent people.?
3. Sentence3
You use luxury product for quality and craftsmanship.?
4. Sentence4
You want to buy the luxury product when I go in specific occasion?
5. Sentence5
Luxury product help you to a desert island?
 Interview (measure that digital advertising which provide story might affect
local expectation than show picture itself) pic base on 2019 collection
4.1 Show picture of digital advertising with story line in advertising

1. Hermes
Q1: Do you think this advertising picture can appeal you or not and Why?
Interpretation: From the majority of respondents, it has been observed that this advertising
picture appeal and attractive because it show quality, features, size and colour of the product.
This picture only describe purse which is advertised by a bold personalty such as Victoria
Beckham.
Q2: What is the message that it wants to communicate to you?
Interpretation: From the half of respondents, it has been observed that thus picture only de-
scribe from customers to purchase purse. This picture also communicate information about
the purse such as its colour, length and design. It will help customers to purchase products
easily.
Q3: How the advert describes their brand personality?
Interpretation: Brand personality introduces as a set of human characteristic or features that
are attributed to an attractive brand name. It is something to which the customer can relate; an
attractive brand maximize its brand equity by having a conformable set of traits that a partic-
ular consumer class enjoys. Victoria Beckham is a famous personality that advertise Hermes
product which is begs.

Q4: Is this online advertising provide enough information for your purchasing decision? If
not, please provide alternative ways.
Interpretation: Online advertising introduces as a marketing strategy that includes the use of
internet to obtain website traffic as well as target and deliver marketing information to the
right consumer. Yes online advertising provide accurate and enough information about the
product's features, size, colour etc. As it will more essential for customers because it save
time as well as cost of customers. From the above given picture that advertise purse of Her-
mes brand which is advertised by an effective personality. As it attract large number of cus-
tomers to purchase products. Along with this, there are different ways that influence by me to
purchase products from Hermes such as Brand reputation, Product quality, Good Public im-
age when I wear or use it, Social/ Trends, Price, Celebrity who is my favorite is presenter. All
these are effective ways and impact on my to purchase products from the specific brand.
Q5: What is the information or detail that you need to know more or receive more about each
product on this advertising?
Interpretation: From the above given picture, it has been described Hermes brand which is
advertised by an attractive personality. Above advertising only describe colour and size of
purse. Along with this, Participants need more information regarding the product quality,
quality, price etc. As it will support customers to purchase purse with high quality and accu-
rate price.
Q6: To what extend that the advert shows the buyer characteristic?
Interpretation: According to the above picture it has been interpreted characteristic of buy-
ers about particular brand such as Hermes bugs. Victoria Beckham is an attractive personality
that advertise bags, purse of Hermes brand. Traditionally, Hermes has been a unique luxury
brand best-known around the globe by developing the best leather products and durable fash-
ion forward products. These reputations as well as qualities have been loved by its specific
group of customers. Target customers for such type of brand is high profile financial back-
ground status and rich people mainly female.

2. Dior
Q1: Do you think this advertising picture can appeal you or not and Why?
Interpretation: From the majority of respondents, it has been observed that this advertising
picture is appealing to the respondents which makes them to make purchases products from
Dior. In this Jennifer Lawrence advertise bag of Dior. Jennifer Lawrence is a famous
personality that advertise different products of Dior brand. According to this picture Jennifer
Lawrence advertise a beautiful purse which is more attractive and attract large number of
customers to purchase and feel satisfied.
Q2: What is the message that it wants to communicate to you?
Interpretation: From the majority of respondents, it has been observed above mentioned pic-
ture is more interesting and attractive which communicate a message for respondents. With
the help of above image, respondents have been able to identify colour and size of beautiful
bag. This product is available for those customers who have high class status. Along with
this, this picture also communicate message about the design and size of purse which is use
by Jennifer Lawrence.
Q3: How the advert describes their brand personality?
Interpretation: From the majority of the respondents, it has been observed that the above ad-
vert reflects the brand personality of Dior which is self dependent and confidence. They also
seen that the above given image shown a bold personality which attract more customers by
providing accurate information regarding the product.

Q4: Is this online advertising provide enough information for your purchasing decision? If
not, please provide alternative ways.
Interpretation: From the majority of participants, it has been determined online advertising
not give enough data for their purchasing decisions. There are different disadvantage of On-
line advertising such as often expensive, one way communication, lacks flexibility, limited
ability to close a sale, lack of knowledge about product quality, material, fabric etc. All these
are major impact of online advertising which is faced by respondents. There is an alternative
ways through which impact of online advertising can be remove such as international brand
must provide service of catalogue advertising. As it will help them to find out colour, size,
material etc. of the product.
Q5: What is the information or detail that you need to know more or receive more about each
product on this advertising?
Interpretation: From the majority of respondents, it has been ascertained that there are more
requirement about the product information such as its material, fabric, quality, price etc. All
these are important information which is not available during purchasing of products through
online.
Q6: To what extend that the advert shows the buyer characteristic?
Interpretation: From the majority of participants, it has been identified that the above men-
tioned advert shows the high characteristic or status of buyer. Dior is an international brand
that only target high income class people. In the above picture Jennifer Lawrence is attractive
and famous personality that take more amount of capital. Along with this, in this image horse
is also available which is a symbol of high status.
3.
Q1: Do you think this advertising picture can appeal you or not and Why?
Interpretation: From the majority of participants, it has been determined that this advertising
image is attracting to the participants which makes them to make buy products from Gucci.
This picture advertise the Gucci bag which is hold by a lady. According to the participants,
this image shown quality of purse. It is a water proof purse.
Q2: What is the message that it wants to communicate to you?
Interpretation: From the majority of participants, it has been observed that above picture
communication different information about the Gucci product. In above picture, an effective
personality promote purse of Gucci. There is heavy rain but purse of Gucci is save because of
its strong leather, material etc. As it will helps respondents to identify information about the

Gucci purse. This image communicate each information regarding the purse which is hold by
a women. This picture describe colour, leanth and size of purse.
Q3: How the advert describes their brand personality?
Interpretation: From the majority of the respondents, it has been determined that the above
mentioned advert directly reflects the brand personality of Gucci which is strong and self-de-
fense. As this picture is highly influenced customers to buy products from Gucci because of
its Brand reputation, Product quality, Social / Trends, Price, Picture quality, Lifestyle and Ad-
vertising.
Q4: Is this online advertising provide enough information for your purchasing decision? If
not, please provide alternative ways.
Interpretation: From the majority of the respondents, it has been explained is online adver-
tising is not much appropriate because it not provide accurate information about products
from specific brand. There is lack of information about the product's material, features, fabric
etc. As there is an alternative method for Gucci as to provide demo of the products. As it will
support an organization to attract large number of customers and gain better advantage within
given time duration.
Q5: What is the information or detail that you need to know more or receive more about each
product on this advertising?
Interpretation: From the majority of the participants, it has been determined information or
detail about the Gucci products such as men wears, women wear, purse etc. As per the opin-
ion of respondents they need more information about the products such as its fabric, material
etc. It will helps respondents to purchase products and maintain their loyalty or trust towards
Gucci brand. It will further essential for the development and success of an within given time
period.
Q6: To what extend that the advert shows the buyer characteristic?
Interpretation: From the majority of the respondents, it has been explained advertising is an
effective way of communication which is used by an organization to encourage a customer
for making purchase decision regarding a specific brand and conveying data to viewers. This
advertising show the buyers characteristic towards specific product sell by Gucci. This pic-
ture targeted high income group and high status of buyers.
4. Louis Vuitton

Q1: Do you think this advertising picture can appeal you or not and Why?
Interpretation: From the majority of participants, it has been concluded photographer Craig
McDean captured Alicia Vikander wearing the Louis Vuitton on the Mediterranean island's
striking coastline. Yes. Above mentioned picture is appeal respondents because of its beauti-
ful photography. It is a clear picture that describe quality of Louis Vuitton bug.
Q2: What is the message that it wants to communicate to you?
Interpretation: From the large number of respondents have opinion as Louis Vuitton is a in-
ternational brand that provide quality of products to the targeted customers. Above given pic-
ture is more attractive and communicate information about the purse design, colour, logo etc.
Along with this, logo is enough for respondents to purchase products of Louis Vuitton.
Q3: How the advert describes their brand personality?
Interpretation: From the large number of respondents, it has been ascertained that the above
advert highly influence the brand personality of Louis Vuitton which is self confidence and
dependent. Along with this, Alicia Vikander is a famous brand personality that also effect
customers to purchase products from Louis Vuitton. Thus, brand personality is a biggest ef-
fects on an individual to purchase product from specific brand.
Q4: Is this online advertising provide enough information for your purchasing decision? If
not, please provide alternative ways.
Interpretation: From the large number of respondents, it has been ascertained as online ad-
vertising provide accurate information about the product. Above advertising shown logo of
Louis Vuitton which proof product quality and its fabric. As it also determine price, features,
design and colour of the product which is enough information for customers of Louis Vuit-
ton.
Q5: What is the information or detail that you need to know more or receive more about each
product on this advertising?
Interpretation: From the large number of respondents, it has been observed as above given
picture also describe information about product colour, design, leanth etc. It is not enough in-
formation for purchasing products from Louis Vuitton. There is need of other information or
data about the product quality, price, fabric etc.
Q6: To what extend that the advert shows the buyer characteristic?
Interpretation: From the large number of participants, it has been seen as advertisement is
important part for each brand or organization to promote their products and attract large
number of customers easily. As per the opinion of different respondents it has been
communicate that above given advert describe characteristic of buyers. According to this
image, Premium segment urban men and women are targeted for Louis Vuitton.

Discussion
It is more essential and important part of dissertation which is based on importance of
digital advertising regarding global luxury brands. There are different global luxury brands
such as Hermes, Dior, Gucci, Louis Vuitton and many other. All these are famous brand in all
over the world. There are 6 sample size between two countries which is Thailand and UK.
Along with this, digital advertising is more essential and important for majority of
participants. As with the help of such marketing, customers are able to search best products
out of different brands. There are different advantages of digital marketing such as
Convenience And Quick Service, Low Cost For Operations And A Wider Reach, Measure
And Track Results, Demographic Targeting, Global Marketing, Ability To Multitask,24/7
Marketing, Automated, Tech-Savvy Marketing, Data Collection For Personalization,
Diversified Marketing And Advertising, Instant Transaction Service, Better Sales
Relationships, Time-Effective Marketing, Continued Marketing Campaign etc. All these are
best advantages of digital advertising which will support global brand to advertise their
products and service in marketplace. There are 6 questions which is observed by respondents
from different brands. It includes attractiveness of image, communication provided by image
about the brand, brand personality, effectiveness of online marketing etc. All these are major
questions which have been observed by participants from both countries such as UK and
Thailand.
On the other hand, digital marketing encompasses entire efforts of marketing that
follow an electronic device as well as internet. There are some types of digital channels such
as social media, email, search engine and many other websites to attract with potential and
current customers. Digital marketing helps participants to identify features, colour, size of
products from particular global brand. More than half of the population are agree as brand
reputation, product quality, product price, celebrity, Picture quality, Lifestyle etc are
persuade respondents to purchase products from Hermes, Dior, Gucci, Louis Vuitton. There
are different ways which are influence customers to purchase products from the specific
brand. It includes: Advertising affected emotion, Product suit customers, Product suit the
occasion that customer will attend, creativity on advertising make them want to buy, celebrity
is presenter etc. These are more effective ways which directly attract customers to buy
different types of products from the specific brand. Hermes, Dior, Gucci, Louis Vuitton all
these are global brand which have to provide high quality products at higher price. They
mainly target those customers who has high income class and use products for specific
occasion or their own satisfaction. Majority of the participants have positive opinion about

the importance of digital advertising for global brands. As they said, digital marketing is
effective because it not require more time and provide accurate output about the specific
brand.
Apart from this, some respondents have opinion as online advertising not provide
enough information for their purchasing decision. In online advertising, there is lack of
information about material, quality, fabric of products. Along with this, advertising is more
important and essential for global brand to advertise their products and service to the
customers. It will also support an organization to attract maximum number of customers and
gain better outputs within given time duration. Digital advertising also assist global brand by
saving its time and cost and also support to gain competitive advantages by provide better
quality for the target customers. Hermes, Dior, Gucci, Louis Vuitton, these are global brand
that have to use digital advertising with the support of different channels such as Facebook,
Twitter, Instagram, Google+, LinkDin etc. All these are best and useful ways for global brand
to use and maximize customers base easily.

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Appendix
Semi-structure interview questions
1. Do you know or have you seen any digital advertising of any brand?
2. What kind of brand is it?
3. How about luxury brands?
4. What is a luxury brand in your opinion?
5. Have you ever received any information from those luxury brands?
6. If yes, what is your expectation for those particular messages after seeing the
advertising?
7. Do you think digital advertising of global luxury brands can successfully connect with
your culture?
8. How can digital advertising for luxury brands improve to support your local needs?
Proposed work plan
Detail Start Deadline
Full Research Proposal
1st Meeting with supervisor 5/2/19
Full proposal submission 22/3/19
Feedback/ edit 23/4/19
Data collecting
Create an interview question 29/4/19 3/5/19
Conduct Interview 20/519 21/6/19
2nd Meeting with supervisor 5/6/19
Analyse interview
Interpret record 20/5/19 21/6/19
NVivo analyse 22/6/19 8/7/19

Writing a dissertation
Discussion part 9/7/19
3rd Meeting with Supervisor 10/7/19
Outline 11/7/19 21/7/19
1st draft 22/7/19 28/7/19
4th Meeting with Supervisor 24/7/19
2nd draft 29/7/19 4/8/19
Table of content 5/8/19 11/8/19
5th Meeting with supervisor 21/8/19
Final dissertation 12/819 1/9/19
Submission 2/9/19

NUBS Ethical approval form for student projects
SECTION 1: Applicant Details
Programme of Study: MSC E-business (E-Marketing)
SECTION 2: Project Details
Project Title: Digital advertising: Challenges for Global Luxury Brands to
prosper in local expectations.
Project Synopsis:
Please describe here what your
planned research is about, why it
is important and how you seek to
conduct it.
Research plan to use a qualitative method and collect data by
interviewing. The study aims to understand how digital
advertising assists global luxury brands in difficult culture
condition.
SECTION 3: Project Type
YES NO
This research involves primary research.
This research involves secondary research.

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information sheet and consent form for your research.
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sign-off.
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“Will the study involve participants recruited by virtue of
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tissues or the use of NHS & Health / Social Care Facilities?

If you ticked YES, Please discuss alternative research questions / settings with your
supervisor as a matter of urgency. The School does not support student projects involving
patients of the NHS (or another health system in the UK or abroad) or their relatives.
If you ticked NO, please go to Section 5.
SECTION 5: Human Participants in a Non-Clinical Setting

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(If you are unsure please tick ‘Yes’ and complete the sub-
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If you ticked NO, please go to Section 6.

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consequences beyond that encountered in normal life?
f. Prolonged or repetitive testing i.e., more than 4 hours’
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1 ? Research involving adults (16+) who cannot consent, must have NHS review even if it is not health
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Please continue with the Section 6.
SECTION 6: Data
YES NO
Does the research involve the viewing, usage or transfer of
Sensitive personal data as defined as by the Terrorism Act
or data governed by statute such as the Official Secrets Act,
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a. Will the study involve the sharing of sensitive data outside
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potentially cause harm?
c. Will the study involve the collection or analysis of personal
data without explicit consent?
d. Will the study involve the collection, viewing or
dissemination of materials which could be considered
‘extremist’ and or ‘terrorism related’?
If you have answered YES to any of the sub-questions in Section 6, there is a presumption
that dissertation/project proposals will need individual ethical clearance. This would
normally be incorporated in the existing project/dissertation proposal approval process. In
addition, ensure that data management protocols are in place to conform with GDPR (2018)
legislation. To comply with GDPR – ensure that all data is securely transferred via an
encrypted USB when off-site, confidential, anonymous, the right to be forgotten and data will
be destroyed post study. Similarly, if students are conducting lone interviews they should
conform to the ‘Lone Worker’ protocol. The text box can be increased in size.

Please note that only low-risk projects are supported. Your supervisor may demand
alterations to your research to ensure that it is low risk before being able to sign off this
form.
Please continue with Section 7.
SECTION 7: International Projects
YES NO
Will the research be conducted outside of the European
Economic Area (EEA) or will it involve international
collaborators outside the EEA?

If you ticked YES, please complete the sub-questions below.
If you ticked NO, please go to Section 8.
YES NO
a. Will there be an increased risk to researchers and participants
where they are working remotely?
b. Will the research involve political sensitivities (e.g. offend
specific public interests or the rights and reputations of others)?
c. Will the work undertaken overseas be governed by standards
which are NOT equivalent to those in the UK?

If you have answered YES to any of the sub-questions in Section 7, please provide details
about the research, the issues that you have identified and the actions through which you
seek to mitigate against them. You should abide by the University’s ‘Lone Worker’ protocols
in informing family or friends of your whereabouts when collecting data. Particular attention
should be given to differing expectations between the UK and the country in question and any
risks associated. The text box can be increased in size.

Please note that only low-risk projects are supported. Your supervisor may demand
alterations to your research to ensure that it is low risk before being able to sign off this
form.
Please continue with the Section 8.
SECTION 8: Declaration
By signing this declaration I,
* certify that the information contained in this
application is accurate.
* certify that the research will be undertaken in
line with all appropriate local standards and
regulations.
* certify that I have discussed this form with my
project supervisor and that s/he agrees with the
answers given.
* will submit a revised form should the project
design change after this form has been signed off.

SECTION 9: Supervisor sign-off and comments
If any of the sub-questions in Sections 5 to 7 has been answered with “yes”, please provide a
written justification below as to why the project as a whole is still low-risk. Special attention
should be given to the conduct of the research, particularly when human participants are
involved, when a gatekeeper is required and/or the research takes place internationally.
Details about discussions with the student about key ethical issues and their mitigation
should also be provided here.
Name of supervisor:
Signature of supervisor:
Date:
Please attach any risk assessment forms and other applicable documents (such as information
sheet and consent form) and submit them for sign-off as advertised in the module guide.

Newcastle University
Business School
Fieldwork & Travel Risk
Assessment
Note Travelling without
appropriate risk assessment
may prejudice subsequent
insurance claims.
One copy of your signed RA
must be left with the School
Safety Officer. You must take
the other signed copy with
you on your fieldwork.
Project or Module
Title
PI / Module Leader Travellers
School NUBS
Travel and/or
Fieldwork dates
Date of assessment
Fieldwork
Location(s)
(attach map)
Emergency Contacts
* = required for overseas
travel only
Contact overseas*
Accommodation
Emergency Services
British Embassy*
Insurance* Emergency claims – Chubb
Assistance: [phone]
3364 - provide a contact &

policy number: 64811698 for
UG students and 64811697
for PG and Staff. Contact NU
for all claims –
[e-mail] Tel:
[phone]
Newcastle University
Contact (NU)
e.g. School Secretary,
Manager
Travel and/or
Fieldwork Itinerary
Does this travel and activity present a significant risk to safety
(You must still identify all relevant hazards & risks below, even if you tick ‘No’. Common
hazards are suggested below, but add additional hazards if needed)
- Refer to the Occupational Health & Safety Service website for example overseas travel
RAs http://www.ncl.ac.uk/ohss/safety/risk/travel/
- Refer to the FCO website for country-specific advice https://www.gov.uk/foreign-travel-
advice
Yes N
o
Hazard 1 Travel & Transport (Think of vehicles,
roads, public transport)
Risks 
Control
Measures 
Hazard 2 Accommodation (Think of security and
fire safety standards)
Risks 
Control
Measures 
Hazard 3
Dealing with people and cultural
differences (Think of safety in public
places, culture, political issues,
landowners, authorities)
Risks 
Control 

Measures
Hazard 4
Infections and health conditions (Think
of food, clean water, pests,
immunizations, allergies.)
Risks 
Control
Measures 
Hazard 5
Extreme weather conditions (Consider
hot/cold/wet climates, hurricane season,
etc.)
Risks 
Control
Measures 
Hazard
Fieldwork Activities (Add more space as
needed to list all activities. E.g.
Interviews, focus groups, visits to
companies/organisations and their
regulations, lone working, water/soil
sampling, coring, hazardous equipment,
transporting heavy samples/equipment,
and hazardous locations e.g. cliffs,
rivers, tides, soft sediments, volcanoes,
glaciers)
Risks 
Control
Measures 
Hazard Specific FCO advice relating to this
location (overseas travel only)
Risks 
Control
Measures 
Hazard
Risks 

Control
Measures 
Emergency Procedures (You need an
emergency plan even if you are
undertaking UK based fieldwork)
Assessor
Name: Signature: D
a
t
e
PI / Module Leader /
Line Manager /
Supervisor
Name: Signature: D
a
t
e