Mixed Feelings Enhance the Effectiveness of Luxury Advertising

IF 4 Q2 BUSINESS

Australasian Marketing Journal Pub Date : 2021-03-12 DOI:10.1177/1839334921998848

Argho Bandyopadhyay, F. Septianto, K. Nallaperuma

引用次数: 4

Abstract

The complexity of luxury brand imagery creates challenges for managers when selecting appeals for luxury branding strategies. Against this backdrop, the present research studies the potential of mixed emotional appeals in enhancing the persuasiveness of luxury advertising. Across two experimental studies, this research shows that luxury brand advertising featuring mixed emotional appeals of happiness and sadness (vs. happiness alone) will enhance higher levels of purchase intentions. Furthermore, this effect is driven by narrative transportation. In doing so, this research offers an innovative theoretical viewpoint on the effect of mixed emotional appeals on consumer selection. Managerially, these findings provide implications for marketing practitioners and industry professionals in developing effective marketing communication strategies for luxury brands.

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杂糅情感提升奢侈品广告效果

奢侈品牌形象的复杂性给管理者在选择奢侈品品牌战略诉求时带来了挑战。在此背景下，本研究研究了混合情感诉求在增强奢侈品广告说服力方面的潜力。在两项实验研究中，这项研究表明，以快乐和悲伤混合情感诉求为特征的奢侈品牌广告(与单纯的快乐相比)将提高更高层次的购买意愿。此外，这种效果是由叙事运输驱动的。在此过程中，本研究为混合情感诉求对消费者选择的影响提供了一个创新的理论观点。在管理方面，这些发现为营销从业者和行业专业人士制定有效的奢侈品牌营销传播策略提供了启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Australasian Marketing Journal BUSINESS-

CiteScore

14.90

自引率

16.70%

发文量

期刊介绍： The Australasian Marketing Journal (AMJ) is the official journal of the Australian and New Zealand Marketing Academy (ANZMAC). It is an academic journal for the dissemination of leading studies in marketing, for researchers, students, educators, scholars, and practitioners. The objective of the AMJ is to publish articles that enrich and contribute to the advancement of the discipline and the practice of marketing. Therefore, manuscripts accepted for publication will be theoretically sound, offer significant research findings and insights, and suggest meaningful implications and recommendations. Articles reporting original empirical research should include defensible methodology and findings consistent with rigorous academic standards.