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Mixed Feelings Enhance the Effectiveness of Luxury Advertising

Bandyopadhyay, Argho, Septianto, F and Nallaperuma, Kaushalya 2022, Mixed Feelings Enhance the Effectiveness of Luxury Advertising, Australasian Marketing Journal, vol. 30, no. 1, pp. 28-34, doi: 10.1177/1839334921998848.

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Title Mixed Feelings Enhance the Effectiveness of Luxury Advertising
Author(s) Bandyopadhyay, Argho
Septianto, FORCID iD for Septianto, F orcid.org/0000-0002-3083-6373
Nallaperuma, Kaushalya
Journal name Australasian Marketing Journal
Volume number 30
Issue number 1
Start page 28
End page 34
Total pages 7
Publisher SAGE PUBLICATIONS LTD
Publication date 2022-02-01
ISSN 1441-3582
1839-3349
Keyword(s) Social Sciences
Business
Business & Economics
mixed feelings
narrative transportation
advertising
luxury
MODERATING ROLE
BRAND
EMOTIONS
TRANSPORTATION
CONSUMPTION
FASHION
CONSEQUENCES
PERSUASION
ATTITUDES
Summary 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.
Language eng
DOI 10.1177/1839334921998848
Field of Research 15 Commerce, Management, Tourism and 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:30151877

Document type: Journal Article
Collections: Faculty of Business and Law
Department of Marketing
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Citation counts: TR Web of Science Citation Count  Cited 2 times in TR Web of Science
Scopus Citation Count Cited 3 times in Scopus Google Scholar Search Google Scholar
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Created: Sat, 29 May 2021, 20:33:41 EST

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