Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands

Hyun Min Kong; Alexander Witmaier; Eunju Ko

doi:10.1016/j.jbusres.2020.08.021

Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands

Hyun Min Kong, Alexander Witmaier, Eunju Ko

Department of Clothing and Textiles

Research output: Contribution to journal › Article › peer-review

82 Citations (Scopus)

Abstract

German and South Korean cultural groups are examined in two studies to demonstrate the link between media communication about sustainability and its impact on eWOM and purchase intentions in luxury and non-luxury contexts. A mediation brand attitude model is used to compare groups across cultural, economic, environmental, and social sustainability dimensions, with trust as a moderator. Results indicate that sustainable communication is more effective for non-luxury brands in a cultural setting that features high awareness of needs for sustainability. The study indicates that luxury and non-luxury fashion brand advertisers should carefully consider cultural settings when providing sustainability information. Theoretical and managerial implications are discussed.

Original language	English
Pages (from-to)	640-651
Number of pages	12
Journal	Journal of Business Research
Volume	131
DOIs	https://doi.org/10.1016/j.jbusres.2020.08.021
Publication status	Published - 2021 Jul

Bibliographical note

Funding Information:
This research was supported by a German Academic Exchange Service scholarship and the National Research Foundation of Korea Grant funded by the Korean Government (MOE) ( NRF-2017S1A2A2041810 ). This research was presented at the 2018 Global Marketing Conference in Tokyo and was later developed for submission to the Journal of Business Research.

Publisher Copyright:
© 2020 Elsevier Inc.

All Science Journal Classification (ASJC) codes

Marketing

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10.1016/j.jbusres.2020.08.021

Cite this

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title = "Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands",

abstract = "German and South Korean cultural groups are examined in two studies to demonstrate the link between media communication about sustainability and its impact on eWOM and purchase intentions in luxury and non-luxury contexts. A mediation brand attitude model is used to compare groups across cultural, economic, environmental, and social sustainability dimensions, with trust as a moderator. Results indicate that sustainable communication is more effective for non-luxury brands in a cultural setting that features high awareness of needs for sustainability. The study indicates that luxury and non-luxury fashion brand advertisers should carefully consider cultural settings when providing sustainability information. Theoretical and managerial implications are discussed.",

author = "Kong, {Hyun Min} and Alexander Witmaier and Eunju Ko",

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doi = "10.1016/j.jbusres.2020.08.021",

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AU - Witmaier, Alexander

AU - Ko, Eunju

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PY - 2021/7

Y1 - 2021/7

N2 - German and South Korean cultural groups are examined in two studies to demonstrate the link between media communication about sustainability and its impact on eWOM and purchase intentions in luxury and non-luxury contexts. A mediation brand attitude model is used to compare groups across cultural, economic, environmental, and social sustainability dimensions, with trust as a moderator. Results indicate that sustainable communication is more effective for non-luxury brands in a cultural setting that features high awareness of needs for sustainability. The study indicates that luxury and non-luxury fashion brand advertisers should carefully consider cultural settings when providing sustainability information. Theoretical and managerial implications are discussed.

AB - German and South Korean cultural groups are examined in two studies to demonstrate the link between media communication about sustainability and its impact on eWOM and purchase intentions in luxury and non-luxury contexts. A mediation brand attitude model is used to compare groups across cultural, economic, environmental, and social sustainability dimensions, with trust as a moderator. Results indicate that sustainable communication is more effective for non-luxury brands in a cultural setting that features high awareness of needs for sustainability. The study indicates that luxury and non-luxury fashion brand advertisers should carefully consider cultural settings when providing sustainability information. Theoretical and managerial implications are discussed.

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Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands

Abstract

Bibliographical note

All Science Journal Classification (ASJC) codes

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