Sustainability is not only at the forefront of the mainstream brands‘ agenda. Many luxury brands already engage in sustainability actions, either launching sustainable versions of their products or develop “responsible luxury” strategies and policies. This chapter explores two types of advertising appeals for sustainable new products communications: those that deliver consumer benefit (i.e. self-benefit) and those that deliver societal benefit (i.e. others-benefit). Furthermore, this research investigates whether the advertising appeal types moderate the effect of brand types, namely mainstream versus luxury, on consumers’ reactions toward new sustainable products. The results of the experiment indicate that consumers’ purchase intention increases when a new sustainable product is produced by a mainstream brand rather than a luxury one when advertising communicates self-benefits. When the message is focused on “others-benefit” instead of “self-benefit”, consumers’ attitude toward a new sustainable product increases for a luxury brand. On the other hand, consumers’ attitude toward a new sustainable product decreases when the message is “others-benefit” for a mainstream brand.

Does advertising appeal type make a difference? A new sustainable fashion product by a luxury and mainstream brand / Adiguzel, Feray. - (2020), pp. 1-27.

Does advertising appeal type make a difference? A new sustainable fashion product by a luxury and mainstream brand

Feray Adiguzel
2020

Abstract

Sustainability is not only at the forefront of the mainstream brands‘ agenda. Many luxury brands already engage in sustainability actions, either launching sustainable versions of their products or develop “responsible luxury” strategies and policies. This chapter explores two types of advertising appeals for sustainable new products communications: those that deliver consumer benefit (i.e. self-benefit) and those that deliver societal benefit (i.e. others-benefit). Furthermore, this research investigates whether the advertising appeal types moderate the effect of brand types, namely mainstream versus luxury, on consumers’ reactions toward new sustainable products. The results of the experiment indicate that consumers’ purchase intention increases when a new sustainable product is produced by a mainstream brand rather than a luxury one when advertising communicates self-benefits. When the message is focused on “others-benefit” instead of “self-benefit”, consumers’ attitude toward a new sustainable product increases for a luxury brand. On the other hand, consumers’ attitude toward a new sustainable product decreases when the message is “others-benefit” for a mainstream brand.
978-3-030-38531-6
Sustainable new product, Luxury brand, Mainstream brand, Self-benefit, Othersbenefit, Sustainable consumption, Responsible luxury
Does advertising appeal type make a difference? A new sustainable fashion product by a luxury and mainstream brand / Adiguzel, Feray. - (2020), pp. 1-27.
File in questo prodotto:
File Dimensione Formato  
Does appeal type make a difference.pdf

Solo gestori archivio

Tipologia: Documento in Pre-print
Licenza: DRM non definito
Dimensione 342.22 kB
Formato Adobe PDF
342.22 kB Adobe PDF   Visualizza/Apri
Pubblicazioni consigliate

Caricamento pubblicazioni consigliate

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11385/191835
Citazioni
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact