Article2012

Victoria'sDirtySecrets

44 citations0/0 files storedJournal of Advertising

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Consumer Behavior in Brand Consumption and Identification Environmental Sustainability in Business Consumer Perception and Purchasing Behavior

Abstract

“Donna Karan Bunny Butcher,” “Bloody Burberry”: Not-for-profit (NFP) campaigns regularly take brands hostage. These shock tactics are meant to bring publicity to targeted companies' practices that are deemed socially and environmentally irresponsible. The aim is to coerce such firms into complying with NFPs' demands, for fear of consumers' backlash. Surprisingly, there is scant evidence showing the impact of these messages on consumer behavior. This paper examines consumer response to messages targeting brands in the context of the luxury fashion industry. Two experiments, involving repeated measurement and between-subjects message manipulation (framing and target), were conducted. Results show that eco-involvement and product involvement are moderators of consumer response.

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References

2025Advances in Consumer Research 2013Experimental Design: Procedures for the Behavioral Sciences 1984Choices, values, and frames.1985Measuring the Involvement Construct 2013Choices, Values, and Frames 1998All Frames Are Not Created Equal: A Typology and Critical Analysis of Framing Effects 1985Methods of coping with social desirability bias: A review 1988The Role of Involvement in Attention and Comprehension Processes

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2014Sustainability marketing research: past, present and future 2019Sustainable development and dynamic capabilities in the fashion industry: A multi‐case study 2024Circular Economy and Sustainability in Luxury Fashion Consumer Behavior: A Review and Research Agenda 2017What do we know about fashion advertising? A review of the literature and suggested research directions 2015Engagement RSE et attractivité organisationnelle : la communication protège-t-elle en cas de crise ?2020

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