Luxury brands are increasingly embracing intrinsic values in their advertising campaigns. This paper reports an exploratory study examining the adoption of value-laden advertising focusing on intrinsic values. Through a content analysis of ads from 9 top luxury fashion brands, the depiction of intrinsic values was examined. Research results are discussed and academic and managerial implications are presented.

Throughout recent years, many physical establishments were forced to close, and events were canceled due to the outbreak of Covid-19. Consequently, brands, especially luxury brands, saw their contact with consumers greatly diminished and revenues decreased significantly (D’Arpizio et al., 2021). On the contrary, the global gaming industry saw its demand, exposure, and revenues increase. In fact, this industry is expected to exceed $200 billion by the end of 2023 (Gilliland, 2020), and there were more than 2.6 billion players worldwide in 2020 (Palframan, 2021). Thus, in 2020, many luxury brands opted to significantly upsurge their investments in the world of online gaming. The adoption of game advertising also represents a way for the luxury industry to adapt to its current target, as 81% of Gen Z and 77% of Millennials are gamers (Jain, 2021). By 2025, both generations are expected to account for 50% of the market, making them important players in the sector. However, there is still little empirical research regarding consumers’ perceptions of game advertising in the context of luxury brands. Thus, this research aims to study the impact that brand credibility and the use of game advertising have on the perceived coolness of luxury brands and, subsequently, on their equity.

This study aims to address two important questions: will advertising on mobile short-form video apps jeopardize the value perception of luxury brands (RQ1), and if so, how will self-deprecating online reviews eliminate these negative effects (RQ2). An experimental design approach was employed to investigate the proposed research questions. Three experiments were conducted to test the hypotheses. SPSS was used for data analysis. The study 1 finds that compared with traditional media, advertising on mobile short-form video apps shortened the psychological distance between consumers and luxury, therefore has a more negative impact on consumers’ perception of luxury brands. The study 2 reveals that self-deprecating online reviews can eliminate the negative effects of advertising of luxury brands. On the basis of previous research, this paper proves the negative influence of social media on luxury brands in the scene of new social media-mobile short format video application. In addition, it also studies the moderating effect of online comments, especially self-deprecating comments, on consumers' perception of luxury brands. This study outlines theoretical contributions and practical implications for the luxury marketing management and made suggestions for future research in the field of luxury marketing in Social Media.

The current research demonstrates that luxury product advertisements containing kitsch lowbrow art are perceived as unique, trendy, and hip and the perceived uniqueness positively influences luxuriousness judgment of the featured products, especially for participants with high narcissism and status seeking tendency.

Digitalisation, increasing global competition, new relational approaches to communication and advertising by new generations of consumers (for example, the New Millennials) together with social issues such as sustainability and authenticity in branding definition, pose important challenges for companies operating in the luxury fashion industry. In facing them, these companies seem to re-elaborate meanings attributed to luxury rethinking their strategies and their interactive approaches to market. The specialized literature, from its part, shows that luxury is no longer only ostentation but it has evolved in something else; on the one hand luxury as a state of mind and mood, and on the other still a sort of heritage and authenticity. These two extremes tend increasingly to contaminate each other and to co-exist one in the other, albeit with different reciprocal influence. The aim of this paper is determine how this co-existence can occur. It involves two opposing aspects of luxury, that of owning and that of being. There are other facets of luxury that may occur between these extremes. Research has shown, in fact, that luxury is also experience, co-creation, sharing and even self-achievement. Rendering luxury status, but at the same time making it an instrument for individual evolution may determine an integration of its various faces paving the way for a re-conceptualization of fashion luxury in communication.

A new era for luxury brands is emerging, in which the prevailing motivations need to be reexamined. Considering that advertisements are frequently based on the motivations that the luxury brand aims to satisfy, this research sets out to fill this gap in the literature. Through a quasi-experiment, this study examines how a series of personal characteristics affect the relationship between advertised values and Aad, Ab and PI. Preliminary findings are reported and suggestions for further research are presented as well. Indicative implications and limitations are also noted.

The humor appeal is extensively used in advertising, but its impact is not clearly understood in the context of luxury brand advertising. This research therefore examines the role humor appeal in luxury advertising plays in customers’ evaluation of the brand, advertisement, and purchase behaviors toward the firm. Specifically, this study proposes that the use of a humor appeal in luxury advertising has a favorable influence on perceived luxuriousness of the brand, attitude toward the advertisement, and purchase intention through coolness perception of the luxury brand. Furthermore, this study explores the moderating roles of brand positioning appeal (top-dog vs. underdog) and desire for distinction. This study is one of the few to examine the influence of humor appeal in luxury brand advertising, providing evidence for the applicability of humor appeal in luxury advertising. The study findings will help luxury brand managers make informed decisions about when and how to use humor in advertising to achieve desirable advertising outcomes.