{"title":"Mixed Feelings Enhance the Effectiveness of Luxury Advertising","authors":"Argho Bandyopadhyay, F. Septianto, K. Nallaperuma","doi":"10.1177/1839334921998848","DOIUrl":null,"url":null,"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.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"30 1","pages":"28 - 34"},"PeriodicalIF":4.0000,"publicationDate":"2021-03-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1839334921998848","citationCount":"4","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Australasian Marketing Journal","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/1839334921998848","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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.
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