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Distinct Effects of Pride and Gratitude Appeals on Sustainable Luxury Brands

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  • Felix Septianto

    (University of Auckland)

  • Yuri Seo

    (University of Auckland)

  • Amy Christine Errmann

    (University of Auckland)

Abstract

This study synthesizes research on evolutionary psychology, emotional appeals, and viral advertising in order to develop a novel perspective on how sustainable luxury brands can be effectively promoted on social media. The results of two experiments show that the emotional appeals of pride and gratitude increase consumer intentions to spread electronic word-of-mouth (eWOM) about sustainable luxury brands via two discrete mechanisms. Study 1 establishes that featuring the pride appeal increases eWOM intentions by heightening the luxury dimension of sustainable luxury brands, whereas featuring the gratitude appeal increases eWOM intentions by heightening the sustainability dimension of sustainable luxury brands. Study 2 shows that these discrete effects of emotional appeals influence consumers to adopt different types of eWOM behaviors toward sustainable luxury brands. Specifically, the pride appeal increases consumer intentions to broadcast eWOM via status attainment motives. In contrast, the gratitude appeal increases consumer intentions to narrowcast eWOM via affiliation seeking motives. The findings offer novel theoretical insights and provide managers with tools to promote sustainable luxury brands in a digital environment.

Suggested Citation

  • Felix Septianto & Yuri Seo & Amy Christine Errmann, 2021. "Distinct Effects of Pride and Gratitude Appeals on Sustainable Luxury Brands," Journal of Business Ethics, Springer, vol. 169(2), pages 211-224, March.
    • Handle: RePEc:kap:jbuset:v:169:y:2021:i:2:d:10.1007_s10551-020-04484-7
    DOI: 10.1007/s10551-020-04484-7
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    Cited by:

    1. Luming Zhao & Jiaxi Peng & Shubin Yu, 2023. "Sustainable Luxury and Consumer Purchase Intention: A Systematic Literature Review," SAGE Open, , vol. 13(4), pages 21582440231, December.
    2. Li Yan & Hean Tat Keh & Kyle B. Murray, 2024. "Feeling the values: How pride and awe differentially enhance consumers’ sustainable behavioral intentions," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 75-96, January.
    3. Muhammad Muddassar Khan & Muhammad Siddique & Muhammad Yasir & Muhammad Imran Qureshi & Nohman Khan & Muhammad Zulqarnain Safdar, 2022. "The Significance of Digital Marketing in Shaping Ecotourism Behaviour through Destination Image," Sustainability, MDPI, vol. 14(12), pages 1-18, June.
    4. Joëlle Vanhamme & Adam Lindgreen & Gülen Sarial-Abi, 2023. "Luxury Ethical Consumers: Who Are They?," Journal of Business Ethics, Springer, vol. 183(3), pages 805-838, March.
    5. Meng-Xun Ho & Hideyoshi Yanagisawa, 2023. "Design for Well-Being and Sustainability: A Conceptual Framework of the Peer-to-Peer Sharing and Reuse Platform in the Circular Economy," Sustainability, MDPI, vol. 15(11), pages 1-17, May.
    6. Pangarkar, Aniruddha & Patel, Jayesh & Kumar, Sampath K., 2023. "Drivers of eWOM engagement on social media for luxury consumers: Analysis, implications, and future research directions," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    7. Kumar, Bipul & Bagozzi, Richard P. & Manrai, Ajay K. & Manrai, Lalita A., 2022. "Conspicuous consumption: A meta-analytic review of its antecedents, consequences, and moderators," Journal of Retailing, Elsevier, vol. 98(3), pages 471-485.

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