Abstract:

Built upon Shen et al. (2013), this study investigates the cultural differences in the effect of website aesthetic design, i.e., aesthetic formality and aesthetic appeal, on customer-based brand equity (CBE) of luxury brands. Online consumers from two main emerging economies, India and China, were surveyed. The results show that aesthetic appeal is important for both samples; but the aesthetic formality is less important for Chinese respondents than for Indian respondents.