The Power of Transparency in Luxury Advertising

This dissertation investigates how different types of transparent advertising—narrative vs. informational—influence purchase intentions in the luxury market, with a focus on authenticity and emotional engagement.

Key components include:

Narrative vs. Informational Content: Explored how emotional storytelling drives stronger purchase intent compared to fact-based messaging.
Moderating Variables: Studied the role of perceived authenticity, brand perception, and cultural context in shaping consumer behavior.
ELM Framework Application: Applied the Elaboration Likelihood Model to assess how consumers process transparent content in luxury ads.
Findings show that narrative content enhances brand legitimacy and emotional connection, positively impacting purchase intent. While perceived authenticity plays a key mediating role, cultural and brand perception factors had minimal influence—highlighting a global convergence in luxury consumer behavior.