Democratizing luxury: Name brands, advertising, and consumption in modern Japan

Zhongyuan Sun

doi:10.1080/00076791.2026.2700123

July 10, 2026Business History

Democratizing luxury: Name brands, advertising, and consumption in modern Japan

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Key Points

The central aim is to explore how branding and advertising strategies made luxury products more accessible in Japan.
Analyzed branding and advertising practices of Japanese companies.
Examined retail strategies employed to promote luxury items.
Investigated consumer perceptions and behaviors related to luxury consumption.
Japanese branding techniques successfully positioned luxury as high quality for a wider audience.
Advertising campaigns highlighted affordability while maintaining a luxury image.
Consumer acceptance of luxury brands increased due to targeted retail experiences.

Implication

Culver's study demonstrates how Japanese companies made luxury accessible to broader audiences, indicating consumer trends.

Abstract

Culver’s study offers a detailed account of how Japanese companies used branding, advertising, retailing, and service to make luxury legible as high quality available to a wider public. Her key con...

Discussion

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Cite This Study

Zhongyuan Sun (2026) studied this question.

synapsesocial.com/papers/6a53315f4f7abc118aded994 https://doi.org/10.1080/00076791.2026.2700123

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Democratizing luxury: Name brands, advertising, and consumption in modern Japan

Key Points

Implication

Abstract

Discussion

Cite This Study

Democratizing luxury: Name brands, advertising, and consumption in modern Japan

Key Points

Implication

Abstract

Discussion

Cite This Study

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