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...

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 messages.Design/methodology/approachThree experiments were...