The Effects of Competence and Warmth Appeals on Luxury and Sustainable Brand Advertising: The Moderating Role of Construal Level
Abstract
This research examines how warmth and competence advertising can be effectively utilized in luxury and sustainable brand advertising. Across four experimental studies, this research shows diametrically opposite “match-up” effects between advertising appeals and construal levels for luxury and sustainable brands. For a luxury brand, consumers show favorable evaluations when a warmth (competence) appeal is combined with a high (low) construal...
Paper Details
Title
The Effects of Competence and Warmth Appeals on Luxury and Sustainable Brand Advertising: The Moderating Role of Construal Level
Published Date
May 26, 2021
Journal
Volume
51
Issue
3
Pages
369 - 384
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