Power Distance Beliefs and Luxury Brand Communication: Cross‐Cultural Differences in the Effects of Exclusivity and Heritage

ABSTRACT Luxury brands communicate symbolic value through a variety of brand signals, among which exclusivity and heritage represent two most prominent yet conceptually distinctive luxury signals. However, little is known about whether consumers respond equally favorably to these alternative luxury brand signaling strategies. This research examines how luxury brand signaling strategies (exclusivity vs. heritage) interact with consumers' [power distance beliefs (PDB) to influence consumer responses. In three online and one field studies, we operationalized PDB through multiple approaches, including experimental manipulations, measurement of chronic individual differences, and a country‐level proxy designed to capture variation in average PDB across national contexts. The findings reveal that low‐PDB consumers show more favorable responses (click‐through rate, incentive‐compatible choice, purchase intention, and willingness to pay a premium) for heritage signals, whereas high‐PDB consumers respond more favorably to exclusivity signals. Moreover, this interactive effect occurs through serial mediation of recognition benefits and brand attachment. This research contributes to international marketing and cross‐cultural branding literature by highlighting how tailoring luxury brand communications to cultural contexts can enhance engagement and commercial outcomes across diverse markets.