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. Attached Files Name Description MIMEType Size Downloads Title Mixed Feelings Enhance the Effectiveness of Luxury Advertising Author(s) Bandyopadhyay, Argho 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 Related Links Link Description Connect to Elements publication management system Go to link with your DU access privileges   Connect to published version Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Sat, 29 May 2021, 20:33:41 EST Sun, 30 May 2021, 05:01:05 EST Sun, 30 May 2021, 06:04:16 EST Mon, 31 May 2021, 09:36:51 EST Wed, 09 Jun 2021, 06:04:28 EST Wed, 16 Jun 2021, 13:54:45 EST Wed, 16 Jun 2021, 13:57:15 EST Wed, 16 Jun 2021, 14:01:36 EST Sat, 25 Dec 2021, 01:30:58 EST Sat, 25 Dec 2021, 01:44:44 EST Wed, 23 Mar 2022, 12:09:24 EST Filtered Full Citation counts:   Cited 2 times in TR Web of Science Cited 3 times in Scopus Search Google Scholar Access Statistics: 111 Abstract Views, 1 File Downloads  -  Detailed Statistics Created: Sat, 29 May 2021, 20:33:41 EST