Craftsmanship vs Industry 4.0: an empirical analysis of the luxury perception of Cartier jewels through advertising

The aim of this dissertation is to investigate luxury perception of Cartier jewels on the part of the potential consumer. To be precise, quality and brand perception, as well as credibility and willingness to buy the products have been tested through the use of a questionnaire which presented two Cartier advertising. This latter was generated for academic purposes and focuses its attention on different aspects on today's luxury crafting: craftsmanship on one hand, and Industry 4.0 production processes on the other. Being the production processes the only difference suggested through the advertising, the empirical analysis aimed at testing whether the two images conveyed the same perception of high quality, fine making and brand credibility.