Environmental claims in online video advertising: effects for fast-fashion and luxury brands

Gogichaishvili Teona, Eunju Ko, Sang Jin Kim

Research output: Contribution to journalArticlepeer-review

21 Citations (Scopus)


Online video advertisements are an increasingly important marketing tool for rapidly growing video-sharing sites such as YouTube. The authors conduct two studies to examine how consumers respond to fast-fashion and luxury-brand online video environmental claims and find agreement with hypotheses that consumers who are highly involved in environmental issues will respond more favourably to substantive rather than associative claims and that luxury brands benefit more than fashion brands. The findings have important theoretical and managerial implications for luxury and fast-fashion practitioners.

Original languageEnglish
Pages (from-to)858-887
Number of pages30
JournalInternational Journal of Advertising
Issue number6
Publication statusPublished - 2020 Aug 17

Bibliographical note

Funding Information:
This research was supported by Basic Science Research Program through the National Research Foundation of Korea(NRF) funded by the Ministry of Science, ICT and future Planning (NRF-2015R1A2A2A04005218).

Publisher Copyright:
© 2019 Advertising Association.

All Science Journal Classification (ASJC) codes

  • Communication
  • Marketing


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