7,455
Views
26
CrossRef citations to date
0
Altmetric
Articles

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

, &
Pages 858-887 | Received 07 Nov 2017, Accepted 12 Jul 2019, Published online: 10 Sep 2019

References

  • Achabou, M.A., and S. Dekhili. 2013. Luxury and sustainable development: Is there a match? Journal of Business Research 66: 1896–903.
  • Ajzen, I., and M. Fishbein. 1975. Belief, attitude, intention, and behavior: An introduction to theory and research. Boston: Addison-Wesley.
  • An, D., C. Lee, J. Kim, and N. Youn. 2019. Grotesque imagery enhances the persuasiveness of luxury Brand advertising. International Journal of Advertising 1. 10.1080/02650487.2018.1548198.
  • Assael, H. 1998. Consumer behavior and marketing action. Cincinnati, OH: South Western College Publishing.
  • Bae, S.Y., N. Rudd, and A. Bilgihan. 2015. Offensive advertising in the fashion industry: Sexual objectification and ethical judgments of consumers. Journal of Global Fashion Marketing 6: 236–49.
  • Bagozzi, R.P., and R.E. Burnkrant. 1979. Attitude organization and the attitude–behavior relationship. Journal of Personality and Social Psychology 37: 913–29.
  • Beckham, D., and B.G. Voyer. 2014. Can sustainability be luxurious? A mixed-method investigation of implicit and explicit attitudes towards sustainable luxury consumption. Advances in Consumer Research 42: 245–50.
  • Blackwell, R.D., P.W. Miniard, and J.F. Engel. 2001. Consumer behavior. California: Harcourt College Publishers.
  • Brand Finance. 2017. Most Valuable Apparel Brand? Nike Just Does It Again. http://brandfinance.com/press-releases/most-valuable-apparel-brand-nike-just-does-it-again/ (accessed June 31, 2017).
  • Brandz.com. 2017. 2017 Brandz Top 100 Most Valuable Global Brands. http://brandz.com/article/global-2017–brandz–top-100-most-valuable-global-brands-report-1843 (accessed June 31, 2017).
  • Brown, S.P., and D.M. Stayman. 1992. Antecedents and consequences of attitude toward the ad: A Meta-analysis. Journal of Consumer Research 19: 34–51.
  • Bruce, M., and L. Daly. 2006. Buyer behaviour for fast fashion. Journal of Fashion Marketing and Management: An International Journal 10: 329–44.
  • Boons, F. 2013. Organizing within dynamic ecosystems: Conceptualizing socio-ecological mechanisms. Organization & Environment 26: 281–297.
  • Caniato, F., M. Caridi, L. Crippa, and A. Moretto. 2012. Environmental sustainability in fashion supply chains: An exploratory case based research. International Journal of Production Economics 135: 659–70.
  • Carlson, L., S.J. Grove, and N. Kangun. 1993. A content analysis of environmental advertising claims: A matrix method approach. Journal of Advertising 22: 27–39.
  • Carlson, L., S.J. Grove, N. Kangun, and M.J. Polonsky. 1996. An international comparison of environmental advertising: Substantive versus associative claims. Journal of Macromarketing 16: 57–68.
  • Carlson, L., S.J. Grove, R.N. Laczniak, and N. Kangun. 1996. Does environmental advertising reflect integrated marketing communications? An empirical investigation. Journal of Business Research 37: 225–32.
  • Carrigan, M., and A. Attalla. 2001. The myth of the ethical consumer – Do ethics matter in purchase behaviour? J Consum Mark 18: 560–78.
  • Carrigan, M., C. Moraes, and M. McEachern. 2013. From conspicuous to considered fashion: A harm-chain approach to the responsibilities of luxury-fashion businesses. Journal of Marketing Management 29: 1277–307.
  • Cervellon, M.C. 2012. Victoria’s dirty secrets: Effectiveness of green not-for-profit messages targeting brands. Journal of Advertising 41: 133–45.
  • Chan, R.Y. 2000. The effectiveness of environmental advertising: The role of claim type and the source country green image. International Journal of Advertising 19: 349–75.
  • Chan, R.Y., and L.B. Lau. 2004. The effectiveness of environmental claims among Chinese consumers: Influences of claim type, country disposition and ecocentric orientation. Journal of Marketing Management 20: 273–319.
  • Chan, R.Y., T.K.P. Leung, and Y.H. Wong. 2006. The effectiveness of environmental claims for services advertising. Journal of Services Marketing 20: 233–50.
  • Chan, T.Y., and C.W. Wong. 2012. The consumption side of sustainable fashion supply chain: Understanding fashion consumer eco-fashion consumption decision. Journal of Fashion Marketing and Management: An International Journal 16: 193–215.
  • Chen, Y.S. 2010. The drivers of green Brand equity: Green Brand image, green satisfaction, and green trust. J Bus Ethics 93: 307–19.
  • Chen, Y.S., and C.H. Chang. 2012. Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision 50: 502–20.
  • Chen, M. Y., and C. I. Chiu. 2016. Go green: how to influence the perceived effectiveness of a green product?. International Journal of Advertising 35: 622–641.
  • Cheng, X., J. Liu, and C. Dale. 2013. Understanding the characteristics of internet short video sharing: A YouTube-based measurement study. IEEE Transactions on Multimedia 15: 1184–94.
  • Choi, T. M., N. Liu, S. C. Liu, J. Mak, and Y. T. To. 2010. Fast fashion brand extensions: An empirical study of consumer preferences. Journal of Brand Management 17: 472–487.
  • Cisco. 2016. Cisco Visual Network Index: Forecast and Methodology, 2016-2021. http://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/complete-white-paper-c11-481360.html (accessed June 31, 2017).
  • Corporate Knights. 2017. The Results for the 2017 Global 100 Most Sustainable Corporations in the World index. http://www.corporateknights.com/reports/2017-global-100/2017-global-100-results-14846083/ (accessed June 31, 2017).
  • Cui, A.S., and F. Wu. 2016. Utilizing customer knowledge in innovation: Antecedents and impact of customer involvement on new product performance. Journal of the Academy of Marketing Science 44: 516–38.
  • Davis, J.J. 1993. Strategies for environmental advertising. Journal of Consumer Marketing 10: 19–36.
  • Di Benedetto, C.A. 2017. Corporate social responsibility as an emerging business model in fashion marketing. Journal of Global Fashion Marketing 8: 251–65.
  • D’Souza, C. 2015. Marketing challenges for an eco-fashion Brand: A case study. Fashion Theory 19: 67–82.
  • Ellison, N.B. 2007. Social network sites: Definition, history, and scholarship. Journal of Computer Mediated Communication13: 210–30.
  • Fionda, A.M., and C.M. Moore. 2009. The anatomy of the luxury fashion Brand. Journal of Brand Management 16: 347–63.
  • Flynn, L.R., and R.E. Goldsmith. 1993. Application of the personal involvement inventory in marketing. Psychology and Marketing 10: 357–66.
  • Fortunelords. 2017. 36 Mind Blowing YouTube Facts, Figures and Statistics – 2017. https://fortunelords.com/youtube-statistics/ (accessed June 31, 2017).
  • Fowler III, A.R., and A.G. Close. 2012. It ain’t easy being green: Macro, meso, and micro green. Advertising agendas. Journal of Advertising 41: 119–32.
  • Gao, Y., T. Zhang, and J. Xiao. 2009. Thematic video thumbnail selection. In 2009 16th IEEE International Conference on Image Processing (ICIP): 4333–4336. Piscataway, NJ: IEEE Press
  • Grillo, N., Tokarczyk, J., and E. Hansen, E. 2008. Green advertising developments in the US Forest sector: A follow-up. Forest Products Journal 58: 40–6.
  • Hair, J.F., R.E. Anderson Jr, R.L. Tatham, and C. William. 1995. Multivariate data analysis with readings. New Jersey: Prentice Hall.
  • Han, J., Y. Seo, and E. Ko. 2017. Staging luxury experiences for understanding sustainable fashion consumption: A balance theory application. Journal of Business Research 74: 162–7.
  • Hayes, J.L., K.W. King, and A. Ramirez. 2016. Brands, friends, & viral advertising: A social exchange perspective on the ad referral processes. Journal of Interactive Marketing 36: 31–45.
  • Hill, J., and H.H. Lee. 2012. Young generation Y consumers’ perceptions of sustainability in the apparel industry. Journal of Fashion Marketing and Management: An International Journal 16: 477–91.
  • Hoek, J., J. Dunnett, M. Wright, and P. Gendall. 2000. Descriptive and evaluative attributes: What relevance to marketers? Journal of Product & Brand Management 9: 415–35.
  • Hu, H.H.S. 2012. The effectiveness of environmental advertising in the hotel industry. Cornell Hospitality Quarterly 53: 154–64.
  • Interbrand. 2016. Best Global Brands 2016 Rankings. http://interbrand.com/best-brands/best-global-brands/2016/ranking/ (accessed June 31, 2017).
  • Jang, J., E. Ko, E. Chun, and E. Lee. 2012. A study of a social content model for sustainable development in the fast fashion industry. Journal of Global Fashion Marketing 3: 61–70.
  • Jin Gam, H. 2011. Are fashion-conscious consumers more likely to adopt eco-friendly clothing? Journal of Fashion Marketing and Management: An International Journal 15: 178–93.
  • Joy, A., J.F. Sherry Jr, A. Venkatesh, J. Wang, and R. Chan. 2012. Fast fashion, sustainability, and the ethical appeal of luxury brands. Fashion Theory 16: 273–95. no.
  • Kapferer, J.N., and A. Michaut-Denizeau. 2014. Is luxury compatible with sustainability? Luxury consumers’ viewpoint. Journal of Brand Management 21: 1–22.
  • Kim, A.J., and E. Ko. 2012. Do social media marketing activities enhance customer equity? An empirical study of luxury fashion Brand. Journal of Business Research 65: 1480–6.
  • Kim, H., H. Jung Choo, and N. Yoon. 2013. The motivational drivers of fast fashion avoidance. Journal of Fashion Marketing and Management: An International Journal 17: 243–60.
  • Kim, H.S., and M.L. Damhorst. 1998. Environmental concern and apparel consumption. Clothing and Textiles Research Journal 16: 126–33.
  • Kim, J., and H.M. Joung. 2016. Psychological underpinnings of luxury Brand goods repurchase intentions: Brand–self congruity, emotional attachment, and perceived level of investment made. Journal of Global Scholars of Marketing Science 26: 284–99.
  • Kim, J., Y. Sun, K.H. Kim, and S. Kang. 2019. Sustainability and customer equity: Evaluation of citing networks and contributions. Journal of Global Fashion Marketing 10: 267–74.
  • Kim, S., E. Ko, and S.J. Kim. 2018. Fashion Brand green demarketing: Effects on customer attitudes and behavior intentions. Journal of Global Fashion Marketing 9: 364–78.
  • Kim, S., K. Yi Luk, B. Xia, N. Xu, and X. Yin. 2019a. Brand name and ethnicity of endorser in luxury goods: Does a glocalization strategy work in China? International Journal of Advertising 1. 10.1080/02650487.2018.1548197.
  • Kim, S., S. Lee, J.H. Lee, and C.R. Taylor. 2019b. Can premium private labels compete with luxury brands: The impact of advertising on perceived luxuriousness. International Journal of Advertising 1. 10.1080/02650487.2018.1535222.
  • Kozlowski, A., M. Bardecki, and C. Searcy. 2012. Environmental impacts in the fashion industry: A life-cycle and stakeholder framework. The Journal of Corporate Citizenship 45: 17–36.
  • Lecky, S. 1993. Green blues. Sydney Morning Herald 1: 41.
  • Lee, J., C.D. Ham, and M. Kim. 2013. Why people pass along online video advertising: From the perspectives of the interpersonal communication motives scale and the theory of reasoned action. Journal of Interactive Advertising 13: 1–13.
  • Leonidou, C.N., and L.C. Leonidou. 2011. Research into environmental marketing/management: A bibliographic analysis. European Journal of Marketing 45: 68–103.
  • Leonidou, L.C., C.N. Leonidou, J.S. Hadjimarcou, and I. Lytovchenko. 2014. Assessing the greenness of environmental advertising claims made by multinational industrial firms. Industrial Marketing Management 43: 671–84.
  • Li, Y., T. Zhang, and D. Tretter. 2001. An overview of video abstraction techniques. Technical Report HPL-2001-191, HP Laboratory.
  • Low, G.S., and C.W. Lamb Jr, 2000. The measurement and dimensionality of Brand associations. Journal of Product & Brand Management 9: 350–70.
  • Lutz, R.J. 1985. Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. In Psychological processes and advertising effects, ed. Linda F. Alwitt and Andrew A. Mitchell. 45–63. Hillsdale, NJ: Erlbaum.
  • Macchion, L., A. Da Giau, F. Caniato, M. Caridi, P. Danese, R. Rinaldi, and A. Vinelli. 2018. Strategic approaches to sustainability in fashion supply chain management. Production Planning & Control 29: 9–28.
  • MacKenzie, S.B., R.J. Lutz, and G.E. Belch. 1986. The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research 23: 130–43.
  • McNeill, L., and R. Moore. 2015. Sustainable fashion consumption and the fast fashion conundrum: Fashionable consumers and attitudes to sustainability in clothing choice. International Journal of Consumer Studies 39: 212–22.
  • Medina, M. 2017. Kelly Slater, Shepard Fairey featured in Fair Trade USA’s ‘We Wear Fair Trade’ Campaign. http://wwd.com/fashion-news/fashion-scoops/kelly-slater-shepard-fairey-fair-trade-usa-we-wear-fair-trade-campaign-10872342/ (accessed June 31, 2017).
  • Moon, J.H. 2014. The impact of video quality and image size on the effectiveness of online video advertising on YouTube. International Journal of Contents 10: 23–9.
  • Nia, A., and J. L. Zaichkowsky. 2000. Do counterfeits devalue the ownership of luxury brands? Journal of Product and Brand Management 9: 485–97.
  • Noh, M., and K.K. Johnson. 2019. Effect of apparel brands’ sustainability efforts on consumers’ Brand loyalty. Journal of Global Fashion Marketing 10: 1–17.
  • Parisi, M.L., E. Fatarella, D. Spinelli, R. Pogni, and R. Basosi. 2015. Environmental impact assessment of an eco-efficient production for coloured textiles. Journal of Cleaner Production 108: 514–24.
  • Pedersen, E.R.G., and K.R. Andersen. 2015. Sustainability innovators and anchor draggers: A global expert study on sustainable fashion. Journal of Fashion Marketing and Management 19: 315–27.
  • Petty, R.E., J.T. Cacioppo, and D. Schumann. 1983. Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research 10: 135–46.
  • Phau, I., and D. Ong. 2007. An investigation of the effects of environmental claims in promotional messages for clothing brands. Marketing Intelligence & Planning 25: 772–88.
  • Pino, G., G. Guido, and R. Nataraajan. 2017. Iconic art infusion in luxury retail strategies: Unveiling the potential. Journal of Global Scholars of Marketing Science 27: 136–47.
  • Polonsky, M.J., L. Carlson, S. Grove, and N. Kangun. 1997. International environmental marketing claims: Real changes or simple posturing? International Marketing Review 14: 218–32.
  • Roberts, J. A. 1996. Green consumers in the 1990s: Profile and implications for advertising. Journal of Business Research 36: 217–231.
  • Rank a Brand. 2017. Sustainability: Luxury brands. https://rankabrand.org/sustainable-luxury-brands (accessed June 31, 2017).
  • Rovai, S. 2018. Digitalisation, luxury fashion and “Chineseness”: The influence of the Chinese context for luxury brands and the online luxury consumers experience. Journal of Global Fashion Marketing 9: 116–28.
  • Sherif, M., and C.I. Hovland. 1961. Social judgment: Assimilation and contrast effects in communication and attitude change. New Haven, CT: Yale University Press.
  • Sherif, C.W., M. Sherif, and R.E. Nebergall. 1965. Attitude and attitude change: The social judgment-involvement approach. Philadelphia: Saunders.
  • Spartz, J.T., L.Y.F. Su, R. Griffin, D. Brossard, and S. Dunwoody. 2017. YouTube, social norms and perceived salience of climate change in the American mind. Environmental Communication 11: 1–16.
  • Spears, N., and S.N. Singh. 2004. Measuring attitude toward the Brand and purchase intentions. Journal of Current Issues & Research in Advertising 26: 53–66.
  • Statista. 2018. Average internet speed by country as of 1st quarter 2017. https://www.statista.com/statistics/204952/average-internet-connection-speed-by-country/ (accessed December 24, 2018).
  • Storey, C., and C. Larbig. 2017. Absorbing customer knowledge: How customer involvement enables service design success. Journal of Service Research 21: 101-118. doi: 10.1177/1094670517712613
  • Taylor, C.R. 2016. Advertising for luxury and fashion goods: An emerging area. International Journal of Advertising 35: 389–90.
  • Taylor, C.R., G.R. Franke, and H.K. Bang. 2006. Use and effectiveness of billboards: Perspectives from selective-perception theory and retail-gravity models. Journal of Advertising 35: 21–34.
  • Turker, D., and C. Altuntas. 2014. Sustainable supply chain management in the fast fashion industry: An analysis of corporate reports. European Management Journal 32: 837–49.
  • Wigley, S.M., K. Nobbs, and E. Larsen. 2013. Making the marque: Tangible branding in fashion product and retail design. Fashion Practice 5: 245–63.
  • Yan, R.N., K.H. Hyllegard, and L.F. Blaesi. 2012. Marketing eco-fashion: The influence of Brand name and message explicitness. Journal of Marketing Communications 18: 151–68.
  • Yong, S.P., J.D. Deng, and M.K. Purvis. 2013. Wildlife video key-frame extraction based on novelty detection in semantic context. Multimedia Tools and Applications 62: 359–76.
  • Yu, J., K.R. Coulson, J.X. Zhou, and J. Wen. 2013. Substantive and associative claims in environmental communication: A study of fortune 500 websites. Journal of Promotion Management 19: 211–23.
  • Zaichkowsky, J.L. 1994. The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising 23: 59–70.
  • Zarley Watson, M., and R.N. Yan. 2013. An exploratory study of the decision processes of fast versus slow fashion consumers. Journal of Fashion Marketing and Management: An International Journal 17: 141–59.
  • Zhang, H., D. Gursoy, and H. Xu. 2017. The effects of associative slogans on tourists’ attitudes and travel intention: The moderating effects of need for cognition and familiarity. Journal of Travel Research 56: 206–20.
  • Zhang, W., C. Liu, Z. Wang, G. Li, Q. Huang, and W. Gao. 2014. Web video thumbnail recommendation with content-aware analysis and query-sensitive matching. Multimedia Tools and Applications 73: 547–71.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.