Does cuteness enhance luxury brand equity? Exploring the effect of perceived uniqueness

Abstract Cuteness is a feature of a variety of products and is common in marketing communications. Despite its popularity among mainstream brands, there is limited academic attention to cuteness in the context of luxury brands. While cuteness and luxury may appeal to different customers, luxury brands sometimes incorporate cuteness in their product design or brand communication. The potential impact of cuteness on luxury brand equity warrants investigation. Across four experiments with 662 participants, this research examines the effect of cuteness on luxury brand equity. Results show that cuteness enhances luxury brand equity through perceived uniqueness, as cuteness is less commonly associated with luxury brands. However, this positive effect only exists for traditional luxury brands, not for masstige or mass consumer brands. This research advances the literature on cuteness, particularly regarding its implications for luxury brands, and offers insights for luxury brand managers.