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این مقاله علمی پژوهشی (ISI) به زبان انگلیسی از نشریه الزویر مربوط به سال ۲۰۲۲ دارای ۱۰ صفحه انگلیسی با فرمت PDF می باشد در ادامه این صفحه لینک دانلود رایگان مقاله انگلیسی و بخشی از ترجمه فارسی مقاله موجود می باشد.
کد محصول: M1219
سال نشر: ۲۰۲۲
نام ناشر (پایگاه داده): الزویر
نام مجله: Journal of Retailing and Consumer Services
نوع مقاله: علمی پژوهشی (Research articles)
تعداد صفحه انگلیسی: ۱۰ صفحه PDF
عنوان کامل فارسی:
مقاله انگلیسی ۲۰۲۲ : نقش تزریق هنر در تقویت تبلیغات برندهای لوکس حامی محیط زیست
عنوان کامل انگلیسی:
The role of art infusion in enhancing pro-environmental luxury brand advertising
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Abstract
Underpinned by art infusion theory, this present research examines the effect of art infusion on brand attitudes under different brand conditions (i.e. pro-environmental luxury brands and luxury brands) in advertising. Across two experimental studies, this research offers empirical evidence to a moderated mediation model, such that when an advertisement features an artwork (vs. no-artwork), consumers will perceive lower levels of incompatibility between luxury and sustainability, leading to a more favorable brand attitude toward the proenvironmental luxury brand. However, such differences will not occur among consumers evaluating an ordinary luxury brand. The findings of this research broaden the current body of knowledge related to the art infusion effect and provide important implications for marketers in their advertising strategy. Furthermore, these findings suggest that art infusion may be the solution to the dilemma facing sustainable luxury brands since luxury and sustainability are often perceived as incongruent concepts.
Keywords: Art infusion, Advertising, Pro-environmental luxury, Luxury, Sustainability, Brand
۱.Introduction
Consumers, especially new generations, have increasingly scrutinized the social and environmental impact of businesses (Cheung and To, 2019; Kang and Sung, 2021; Kumar et al., 2021). The millennials make up roughly 50% of the luxury market by 2025 and 42% of them expressed concerns about the environment (Danziger, 2019). They are one of the most significant luxury market segments with considerable purchasing power (Arli et al., 2019; Moreno et al., 2017) who consider firms should be responsible for environmental sustainability (Hanson, Rasmussen and Lauver, 2018). Therefore, the luxury industry is also pressured to demonstrate its corporate social responsibility (CSR) stand (Rolling et al., 2020). Companies no longer afford to ignore their CSR, and now focus on extending and promoting their sustainable initiatives such as the use of ethically sourced, recycled materials and preservation of natural resources (Robertson and Barling, 2015)…
۶.Conclusion, limitations, and future research
directions Although the current research offers valuable insights, there are several limitations. First, participants were recruited from the U.S. As culture plays an important part in luxury purchases (Mainolfi, 2020), future research can extend the findings by examining the role of cultural factors in different contexts. Furthermore, our research focuses on high art or highly recognizable artworks. A fruitful research area is to examine the impact of different types of art such as less recognized and modern artworks on brand attitudes. Furthermore, the participants in both studies were only exposed to the advertisements once. It would be interesting to investigate the effects of repeated exposure to advertisements featuring artwork in the case of pro-environmental luxury brands. A longitudinal, repeated measure, among-subject designs can provide more insights in this respect. Finally, the effects of art infusion on brand attitudes could be subject to personal characteristics. Future investigations may extend the current research by incorporating other individual variables in the context of advertising pro-environmental luxury brands…
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