Slogans With Negations’ Effect on Sustainable Luxury Brand (2021)
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.
CitationSeptianto F, Kemper J, Northey G (2021). Slogans With Negations’ Effect on Sustainable Luxury Brand. Australasian Marketing Journal. 183933492110466-183933492110466.
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Keywordssustainable luxury; negation; brand trustworthiness; skepticism
ANZSRC Fields of Research35 - Commerce, management, tourism and services::3506 - Marketing::350610 - Pricing (incl. consumer value estimation)
35 - Commerce, management, tourism and services::3506 - Marketing::350604 - Marketing communications
RightsAll rights reserved unless otherwise stated
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