广告语对可持续奢侈品牌的负面影响

IF 4 Q2 BUSINESS

Australasian Marketing Journal Pub Date : 2021-09-22 DOI:10.1177/18393349211046633

F. Septianto, Joya A. Kemper, Gavin Northey

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引用次数: 1

摘要

奢侈品牌的可持续性整合越来越受到从业者和学者的关注。因此，重要的是要考虑品牌如何制定有效的沟通策略来推广可持续的奢侈品牌，特别是在日益怀疑的消费者群体中。因此，本研究调查了广告语的否定(相对于肯定)在这方面的影响。三项实验研究表明，在高度怀疑的消费者中，带有否定(相对于肯定)的广告口号增加了品牌可信度(研究1和3)和有利的品牌态度(研究1和2)。值得注意的是，这种效应是由认知灵活性的增加所驱动的(研究3)。本研究的发现可以帮助可持续奢侈品牌经理制定有效的沟通策略，以增加消费者对可持续奢侈品牌的好感。

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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Slogans With Negations’ Effect on Sustainable Luxury Brand

The integration of sustainability within luxury brands is of increasing concern to practitioners and academics alike. Thus, it is important to consider how brands can develop effective communication strategies to promote sustainable luxury brands, particularly among an increasingly skeptical consumer base. This research thus investigates the impact of advertising slogans with negations (vs. affirmations) in this regard. Three experimental studies show that advertising slogans with negations (vs. affirmations) increase brand trustworthiness (Studies 1 and 3) and favorable brand attitudes (Studies 1 and 2) among consumers with high levels of skepticism. Notably, this effect is driven by an increased cognitive flexibility (Study 3). The findings of this research can assist sustainable luxury brand managers in developing effective communication strategies to increase favorable consumer responses to sustainable luxury brands.

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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.