International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
권호 표지
DOI QR코드

DOI QR Code

Effect of Sustainable Luxury Message Framing on Brand Evaluations

  • Eun-Jung Lee (Department of Fashion Design, Kookmin University)
  • Received : 2023.12.04
  • Accepted : 2024.01.10
  • Published : 2024.02.29
Download PDF
⟨ Previous Next ⟩

Abstract

The current study examined the causal relations among sustainable luxury campaigns' message framing types (negative vs. positive), sustainable brand image and perceived consumer effectiveness. The study tested the moderation of perceived brand luxury about the message framing types, sustainable brand image, and perceived consumer effectiveness. An online survey adopting luxury product is conducted with a total of 194 Korean consumers, testing the hypotheses. In the results, the message framing type is found to significantly affect perceived consumer effectiveness but not sustainable brand image. Perceived brand luxury significantly negatively moderates the relationship between the message framing type and perceived consumer effectiveness but not between the type and sustainable brand image. The results supported the positive influence of perceived consumer effectiveness on sustainable brand image. The moderation of perceived brand luxury was confirmed only for the relationship between the message framing type and perceived consumer effectiveness. The results empirically confirm that the message frame of luxury marketing could positively affect consumers' attitude formation, such as perceived consumer effectiveness, which is consistent with previous studies' research results. The results document that luxury brands using a negative message frame type had a more significant effect on perceived consumer effectiveness than the positive frame type. The findings contribute to the literature of new media-based sustainable marketing of luxury products as to how it affects consumers' brand evaluation and purchase intention, focusing on the causal relationships among the message-framing type of sustainable luxury marketing, sustainable brand image, and perceived consumer effectiveness. Given the increasing pursuit of sustainability in the luxury industry, the results contribute to deriving implications for sustainable marketing of efficient luxury brands.

Keywords

References

  1. A. Ghaffar, S.S. Zaheer Zaidi, and T. Islam, "An investigation of sustainable consumption behavior: the influence of environmental concern and trust in sustainable producers on consumer xenocentrism," Management of Environmental Quality, Vol. 34 No. 3, 771-793, 2023. DOI: https://doi.org/10.1108/MEQ-05-2022-0153
  2. N. Athwal, V. K. Wells, M. Carrigan, and C. E. Henninger, "Sustainable luxury marketing: A synthesis and research agenda," International Journal of Management Reviews, Vol. 21, 405-426, 2019. DOI: https://doi.org/10.1111/ijmr.12195
  3. T. Kim, and H. Song, "Communicating the limitations of AI: The effect of message framing and ownership on trust in Artificial Intelligence," International Journal of Human-Computer Interaction, Vol. 39, No. 4, 790-800, 2023. DOI: https://doi.org/10.1080/10447318.2022.2049134
  4. A. Tversky, and D. Kahneman, "The framing of decisions and the psychology of choice," Science, Vol. 211(4481), 453-458, 1981. DOI: https://doi.org/10.1126/science.7455683
  5. V. T. Dang, N. Nguyen, and S. Pervan, "Retailer corporate social responsibility and consumer citizenship behavior: The mediating roles of perceived consumer effectiveness and consumer trust," Journal of Retailing and Consumer Services, Vol. 55, 102082, 2020. DOI: https://doi.org/10.1016/j.jretconser.2020.102082
  6. G. Colella, A. Sestino, and C. Amatulli, "The role of consumers' individual differences and perceived product quality in sustainable luxury marketing: An experimental study in a social media context," International Journal of Marketing Studies, Vol. 14, No. 1, 34-45, 2022. DOI: https://doi.org/10.5539/ijms.v14n1p34
  7. O. Yucel-Aybat and M. Hsieh, "Consumer mindsets matter: Benefit framing and firm-cause fit in the persuasiveness of cause-related marketing campaigns," Journal of Business Research, Vol. 129, 418-427. 2021. DOI: https://doi.org/10.1016/j.jbusres.2021.02.051
  8. S. B. Riesgo, M. Lavanga, and M. Codina, "Drivers and barriers for sustainable luxury consumption in Spain: a comparison between sustainable and non-sustainable consumers," International Journal of Luxury Design, Technology and Education, Vol. 16, No. 1, 1-13. 2023. DOI: https://doi.org/10.1080/17543266.2022.2089239
  9. C. Jin, J. Y. Lee, M. Youn, and M. S. Kang, "A study on the sustainable growth of off-line stores using AR technology," The Journal of The Institute of Internet, Broadcasting and Communication (IIBC), Vol. 17, No. 5, 103-109, 2017. DOI: https://doi.org/10.7236/JIIBC.2017.17.5.103
  10. P. Samartkijkul, and S. Yoo, "The season to help: The effect of seasonal mood and gain versus loss advertising message framing on intention to help charity," International Journal of Advanced Smart Convergence, Vol.8 No.3 102-114, 2019. DOI: http://dx.doi.org/10.7236/IJASC.2019.8.3.102
  11. R. Patel, S. Thomas, and V. Bhatt, "Testing the influence of donation message-framing, donation size, and product type (androgynous luxury: hedonic vs. eco-friendly: utilitarian) on CRM Participation Intention," Journal of Nonpositive and Public Sector Marketing, Vol.35, No.4, 391-413, 2023. DOI: https://doi.org/10.1080/10495142.2022.2066600
  12. E.S. Florence, D. Fleischman, R. Mulcahy, and M. Wynder, "Message framing effects on sustainable consumer behaviour: a systematic review and future research directions for social marketing," Journal of Social Marketing, Vol. 12 No. 4, 623-652, 2022. DOI: https://doi.org/10.1108/JSOCM-09-2021-0221
  13. T. C. Kinnear, J. R. Taylor, and S. A. Ahmed, "Ecologically concerned consumers: Who are they? Ecologically concerned consumers CAN be identified" Journal of Marketing, Vol. 38, No. 2, 20-24, 1974. DOI: https://doi.org/10.1177/002224297403800205
  14. S. Stojanova, M. Zecevic, and B. Culiberg, "From words to deeds: How do knowledge, effectiveness, and personal relevance link environmental concern and buying behavior?," Journal of Nonpositive and Public Sector Marketing, Vol. 35, No. 4, 329-353, 2023. DOI: https://doi.org/10.1080/10495142.2021.1953671
  15. P. S. Ellen, J. L. Wiener, and C. Cobb-Walgren, "The role of perceived consumer effectiveness in motivating environmentally conscious behaviors," Journal of Public Policy and Marketing, Vol. 10, No. 2, 102-117, 1991. DOI: https://doi.org/10.1177/074391569101000206
  16. S. Jain and R. Rathi, "Do consumer values and perceived readiness impact secondhand luxury consumption? A goal-framing theory approach," Journal of Product and Brand Management, Vol. 32 No. 7, 973-987, 2023. DOI: https://doi.org/10.1108/JPBM-10-2021-3703
  17. I. Cojuharenco, G. Cornelissen, and N. Karelaia, "Yes, I can: Feeling connected to others increases perceived effectiveness and socially responsible behavior," Journal of Environmental Psychology, Vol. 48, 75-86, 2016. DOI: https://doi.org/10.1016/j.jenvp.2016.09.002
  18. M. A. Achabou and S. Dekhili, "Luxury and sustainable development: Is there a match?" Journal of Business Research, Vol. 66, No. 10, 1896-1903, 2013. DOI: https://doi.org/10.1016/j.jbusres.2013.02.011
  19. K. Kumagai and S. Nagasawa, "The effect of selective store location strategy and self-congruity on consumers' apparel brand attitudes toward luxury vs. non-luxury," Journal of Global Fashion Marketing, Vol. 8, No. 4, 266-282, 2017. DOI: https://doi.org/10.1080/20932685.2017.1348241
  20. C. Amatulli, M. D. Angelis, A. M. Peluso, I. Soscia, and G. Guido, "The effect of negative message framing on green consumption: An investigation of the role of shame," Journal of Business Ethics, Vol. 157, 1111-1132, 2019. DOI: https://doi.org/10.1007/s10551-017-3644-x
  21. B. Dubois and G. Laurent, "Attitudes toward the concept of luxury: An exploratory analysis," in Leong, S.M. and Cote, J.A. (Ed.s), Asia Pacific Advances in Consumer Research, Volume 1, Association for Consumer Research, Singapore, 273-278, 1994.
  22. J. Holmqvist and J. Wirtz, "Luxury in the digital age: A multi-actor service encounter perspective," Journal of Business Research, Vol. 121, 747-756, 2020. DOI: https://doi.org/10.1016/j.jbusres.2020.05.038
  23. J. N. Kapferer, "Managing luxury brands," in J.N. Kapferer, J. Kernstock, T. Brexendorf and S. Powell (Ed.s), Advances in Luxury Brand Management. Cham, Switzerland: Palgrave Macmillan, 2017.
  24. R. Patel, S. Thomas, and V. Bhatt, "Testing the influence of donation message-framing, donation size, and product type (androgynous luxury: hedonic vs. eco-friendly: utilitarian) on CRM participation intention," Journal of Nonpositive and Public Sector Marketing, Vol.35, No.4, 391-413, 2023. DOI: https://doi.org/10.1080/10495142.2022.2066600
  25. G. Huang, N. Korfiatis, and C. Chang, "Mobile shopping cart abandonment: The roles of conflicts, ambivalence, and hesitation," Journal of Business Research, Vol. 85, 165-174, 2018. DOI: https://doi.org/10.1016/j.jbusres.2017.12.008
  26. S. Quach, F. Septianto, P. Thaichon, and B. Sung, "The effects of team diversity on promoting sustainable luxury products," Asia Pacific Journal of Marketing and Logistics, ahead-of-print, 2023. DOI: https://doi.org/10.1108/APJML-12-2022-1064
  27. R. Carranza, L. Zollo, E. Diaz, and M. Faraoni, "Solving the luxury and sustainable development "oxymoron": A cross-cultural analysis of green luxury consumption enablers and disablers," Business Strategy and the Environment, Vol. 32, No. 4, 2399-2419, 2022. DOI: https://doi.org/10.1002/bse.3255
  28. B. E. Meyerowitz, and S. Chaiken, "The effect of message framing on breast self-examination attitudes, intentions, and behavior," Journal of Personality and Social Psychology, Vol. 52, No. 3, 500-510, 1987. DOI: https://doi.org/10.1037//0022-3514.52.3.500
  29. A. A. Bailey, A. Mishra, and M. F. Tiamiyu, "GREEN consumption values and Indian consumers' response to marketing communications," Journal of Consumer Marketing, Vol. 33, No. 7, 562-573, 2016. DOI: https://doi.org/10.1108/JCM-12-2015-1632
  30. K. White, R. Macdonnell, and D. W. Dahl, "It's the mind-set that matters: The role of construal level and message framing in influencing consumer efficacy and conservation behaviors," Journal of Marketing Research, Vol. 9, 472-485, 2011. DOI: https://doi.org/10.1509/jmkr.48.3.472
  31. J. F. Hair, W.C. Black, B. J. Babin, and R. E. Anderson, Multivariate Data Analysis, 7th Edition, Pearson, New York, 2010.
  32. C. Fornell, and D. F. Larcker, "Evaluating Structural Equation Models with unobservable variables and measurement error," Journal of Marketing Research, Vol. 18, No. 1, 39-50, 1981. DOI: https://doi.org/10.1177/002224378101800104
  33. J. Anderson and D. W. Gerbing, "Structural Equation Modeling in practice: A review and recommended two-step approach," Psychological Bulletin, Vol.103, No.3, 411-423, 1988. DOI: https://doi.org/10.1037/0033-2909.103.3.411