Merchandising/Marketing/Retailing: Branding

The Coolness of AI-Generated Luxury Ads: Effects of Luxury Purchase Types and Advertising Visuals on Perceived Verisimilitude and Creativity

---

Abstract

Drawing on dual process theory, this study explored how luxury purchase types and advertising visual effects affect perceived verisimilitude and creativity, thereby influencing perceived coolness, emotional brand attachment, self-gifting intention, and brand loyalty. A 2(luxury purchase types: product vs. experiential service) x 2(advertising visual effects: virtual vs. realistic) between-subjects design was employed. The results revealed that AI-generated luxury experiential service ads led to greater perceived verisimilitude, while AI-generated luxury product ads led to higher perceived creativity. Additionally, the realistic visual effect of the ads led to greater perceived verisimilitude, while the virtual visual effect of the ads led to higher perceived creativity. Subsequently, perceived verisimilitude and perceived creativity increased perceived coolness, thereby driving emotional brand attachment, self-gifting intention, and brand loyalty. This study provides insights into how luxury brands can leverage AI-generated advertising to refine their niche marketing strategies in digital advertising across social media and metaverse platforms.

Keywords: AI-generated luxury advertisement, Luxury purchase type, Visual effect, Perceived verisimilitude, Perceived creativity

How to Cite:

Kim, S., (2025) “The Coolness of AI-Generated Luxury Ads: Effects of Luxury Purchase Types and Advertising Visuals on Perceived Verisimilitude and Creativity”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21611