PurposeThis study aims to investigate how the effectiveness of luxury advertising can be improved by matching the … emotional (promotion pride vs prevention pride) and luxury value (authenticity vs exclusivity) appeals within advertising … advertisements. Study 2 shows the match-up effects of congruent emotional and luxury value appeals on advertising effectiveness …

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 …