Mixed emotional appeal enhances advertising effectiveness of pro-environmental luxury brands: the mediating role of cognitive flexibility

Nallaperuma, Kaushalya Jeewani, Septianto, F and Bandyopadhyay, Argho 2021, Mixed emotional appeal enhances advertising effectiveness of pro-environmental luxury brands: the mediating role of cognitive flexibility, Asia Pacific Journal of Marketing and Logistics, pp. 1-15, doi: 10.1108/APJML-10-2020-0719.

Attached Files
Name Description MIMEType Size Downloads

Title Mixed emotional appeal enhances advertising effectiveness of pro-environmental luxury brands: the mediating role of cognitive flexibility
Author(s) Nallaperuma, Kaushalya Jeewani
Septianto, F
Bandyopadhyay, Argho
Journal name Asia Pacific Journal of Marketing and Logistics
Start page 1
End page 15
Total pages 15
Publisher Emerald Publishing
Place of publication Bingley, Eng.
Publication date 2021-02-18
ISSN 1355-5855
1758-4248
Keyword(s) Social Sciences
Business
Business & Economics
Mixed emotions
Luxury
Advertising
Pro-environmental
Cognitive flexibility
Summary PurposeThe concepts of luxury and pro-environment may be viewed as being in contradiction with each other. Consequently, it is unclear how to promote pro-environmental luxury brands. The present research seeks to develop effective advertising strategies for pro-environmental luxury brands by employing mixed emotional appeals.Design/methodology/approachTwo experimental studies were conducted to test two hypotheses. Study 1 examines the effects of mixed emotions (happiness and sadness vs. happiness alone) on intentions to purchase a pro-environmental luxury product. Study 2 replicates the findings of Study 1 using a different product and extends it by establishing the underlying mechanism.FindingsThe results reveal that an advertisement featuring mixed emotions of happiness and sadness (vs. happiness alone) enhances intentions to purchase a pro-environmental luxury product. Further, the effect is mediated by cognitive flexibility.Originality/valueThe present research tests a novel perspective on how mixed emotional appeals can leverage the advertising effectiveness of pro-environmental luxury brands.
Notes In Press
Language eng
DOI 10.1108/APJML-10-2020-0719
Indigenous content off
Field of Research 1505 Marketing
1506 Tourism
1507 Transportation and Freight Services
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Persistent URL http://hdl.handle.net/10536/DRO/DU:30149842

Document type: Journal Article
Collections: Faculty of Business and Law
Department of Marketing
Connect to link resolver
 
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Versions
Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 0 times in TR Web of Science
Scopus Citation Count Cited 0 times in Scopus
Google Scholar Search Google Scholar
Access Statistics: 11 Abstract Views, 1 File Downloads  -  Detailed Statistics
Created: Wed, 07 Apr 2021, 18:04:11 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.