Abstract
Online video advertisements are an increasingly important marketing tool for rapidly growing video-sharing sites such as YouTube. The authors conduct two studies to examine how consumers respond to fast-fashion and luxury-brand online video environmental claims and find agreement with hypotheses that consumers who are highly involved in environmental issues will respond more favourably to substantive rather than associative claims and that luxury brands benefit more than fashion brands. The findings have important theoretical and managerial implications for luxury and fast-fashion practitioners.
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