The virtual new or the real old? The effect of temporal alignment between influencer virtuality and brand heritage narration on consumers' luxury consumption

Abstract Luxury brands today face the challenge of preserving their timeless allure while adapting to contemporary trends in the digital age. However, the impact of digital experiences on the value addition to luxury brands remains unclear. Drawing upon construal level theory, this research explores how influencer type (human vs. virtual influencers) interacts with luxury brands' heritage narrations (past vs. present emphasis) and influences consumers' luxury consumption. Three studies conducted with middle‐income Chinese consumers reveal that combinations of influencer type and heritage narration type, representing higher temporal alignment between influencer and heritage narrative tense (virtual influencer + present narration or human influencer + past narration), elicit more favorable consumer responses (purchase intent, brand attachment, and brand credibility perception), compared to other combinations that represent lower temporal alignment (Study 1). Furthermore, we find that consumers' incremental mindset mediates the positive impact of temporal alignment on consumer responses (Study 2), and consumers' construal level state moderates the influence of temporal alignment on incremental mindset (Study 3). This research provides valuable insights for luxury brands seeking to harness the potential of virtual experiences and heritage management effectively.