Research on the effects of brand mascots and emotional advertising messages on brand sustainability: The moderating role of green perceived value

Abstract

Although the market for green consumption holds great potential, consumers' willingness to adopt sustainable consumption is limited by information asymmetry, which undermines their faith in green products. This research employs a 2 (Brand Mascot type: real vs. imagination) × 2 (Emotional Advertising Appeal: inspiration vs. enjoyment) between subjects experimental framework to investigate the interactive effect of brand mascot type and emotional advertising appeal on brand sustainability. Furthermore, it delves into the mediating influence of green perceived value. Findings reveal that imaginary mascots were found to be more effective when paired with inspirational appeals, fostering creativity and motivational resonance to strengthen sustainability values, whereas realistic mascots proved more impactful in enjoyment-focused advertising by resonating with consumers' daily lives and emotional connections. The mediating role of green perceived value in harmonizing brand mascot types with emotional advertising appeal to enhance consumer trust and loyalty. This study builds on the theory of rhetorical appeals by demonstrating that ethos, pathos, and logos can be strategically utilized through brand mascot types and emotional advertising appeals to shape audience perceptions, thereby enhancing brand sustainability by elevating green perceived value. It advocates strategies to enhance brand sustainability by increasing the perceived value of green products through the effective use of brand mascots and emotional advertising appeals.