Influence of the Intensity of Kiehl's Brand Communications with Consumers on the Perception of its Luxury

Economic crisis due to the COVID-19 pandemic and an ongoing trend on digitalization of most interactions with consumers drive luxury brands to build close connections with their clients, but the concept of exclusivity and closedness of luxury brands limits their communication with users. There has been wide interest in studying the influence of intense communications on consumers value perception of luxury brands taking into consideration psychological aspects of established distance with users. This study aims to determine correlation between different intensiveness of luxury cosmetic brand Kiehl’s marketing communications and its customers’ attitude towards brand’s core value perceptions. To do so, this research was conducted by defining characteristics that distinguish luxury brands from the other and specific parameters to measure intensiveness of communications within the context of social media marketing. Based on customer survey followed by correlation analysis of collected data, interdependence of studied parameters and significance of their impact on each other were estimated. Future research is needed to identify how luxury brands must keep up with the latest marketing trends without losing the core concept of being luxurious.