Slogans With Negations' Effect on Sustainable Luxury Brand
Abstract
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...
Paper Details
Title
Slogans With Negations' Effect on Sustainable Luxury Brand
Published Date
Sep 22, 2021
Pages
183933492110466
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