Title: Cultural Capital and Aesthetic Communication Strategies: A Multi-Method Analysis of Art-Infused Marketing Efficacy on Real Estate Consumer Decision Processes in Vietnam's Emerging Urban Markets
Authors: Dao My Ngoc NGUYEN
Volume: 9
Issue: 6
Pages: 382-392
Publication Date: 2025/06/28
Abstract:
This research investigates the transformative impact of cultural capital and aesthetic communication strategies on real estate consumer decision processes within Vietnam's rapidly urbanising marketplace. The study employs a multi-method analytical framework incorporating structural equation modelling (SEM) using partial least squares approach and fuzzy-set qualitative comparative analysis (fsQCA) to examine the efficacy of art-infused marketing communications. Drawing upon Bourdieu's cultural capital theory and aesthetic experience frameworks, this investigation analysed responses from 485 Vietnamese real estate consumers across major urban centres including Ho Chi Minh City, Hanoi, and Da Nang. The findings reveal significant positive relationships between cultural-aesthetic marketing communications and consumer purchase intentions, mediated by emotional engagement and perceived cultural authenticity. Art-integrated marketing strategies demonstrated superior effectiveness compared to conventional promotional approaches, with cultural resonance emerging as a critical moderating factor. The research contributes to marketing communication literature by establishing a theoretical framework for cultural capital application in real estate contexts whilst providing practical insights for developers operating in emerging Asian markets. The study's implications extend beyond Vietnam, offering valuable guidance for cultural marketing integration in similar emerging economies experiencing rapid urban transformation and cultural preservation challenges.