ITAA - KSCT Joint Symposium

Do AI-Generated Ads Featuring Sustainable Luxury Products Enhance Brand Coolness? The Impact of Luxury Values on e-WOM and Purchase Intentions

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Abstract

Drawing on the luxury value perception model, this study examined (1) how luxury product type (sustainable vs. non-sustainable) impacts luxury values; (2) how luxury product type (sustainable vs. non-sustainable) and AI disclosure (presence vs. absence) impact brand coolness; and (3) how luxury values impact brand coolness, thereby leading to e-WOM and purchase intentions. A 2 (luxury product type: sustainable luxury vs. non-sustainable luxury) x 2 (AI disclosure: presence vs. absence) within-subjects design was employed, and 330 responses were collected. The results revealed that sustainable luxury ads increased luxury values (self-identity, quality, price, and social values) and brand coolness, whereas AI disclosure in sustainable luxury ads decreased brand coolness. Subsequently, the results showed that quality, price, and social values increased brand coolness, thereby enhancing eWOM and purchase intentions. Our findings suggest that luxury brands should strategically leverage generative AI to improve brand evaluation and enhance marketing effectiveness for sustainable products.

Keywords: AI-generated advertising, Sustainable luxury passport, Brand coolness

How to Cite:

Kim, S. & Chang, H., (2025) “Do AI-Generated Ads Featuring Sustainable Luxury Products Enhance Brand Coolness? The Impact of Luxury Values on e-WOM and Purchase Intentions”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21930