Consumer Behavior in Brand Consumption and Identification
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Abstract
Abstract
Luxury fashion brands have shifted their advertising focus from traditional magazines to social media platforms, marking a transition from ad-context congruence to incongruence. However, its impact on luxury perception remains underexplored. This study investigates how ad-context congruence and processing fluency influence consumers’ luxury perception, with brand familiarity as the moderator. Using an experiment on a simulated Instagram feed, results reveal that ad-context congruence enhances luxury perception for unfamiliar brands, while well-known brands maintain strong luxury associations even in incongruent contexts. Interestingly, processing fluency is negatively related to luxury perception, suggesting that greater cognitive ease may dilute perceptions of exclusivity.
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@article{Lau2026Understanding,
title = {Understanding Luxury Perception in Social Media Advertising: The Roles of Ad-Context Congruence, Processing Fluency, and Brand Familiarity},
author = {Jennifer Lau},
journal = {Journal of Global Marketing},
year = {2026},
doi = {10.1080/08911762.2026.2687785},
url = {https://doi.org/10.1080/08911762.2026.2687785}
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