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https://hdl.handle.net/20.500.14279/13693
Τίτλος: | Looking for luxury CSR practices that make more sense: The role of corporate identity and consumer attitude | Συγγραφείς: | Panigyrakis, George G. Panopoulos, Anastasios Koronaki, Eirini |
Major Field of Science: | Social Sciences | Field Category: | Media and Communications | Λέξεις-κλειδιά: | Consumer attitude;Corporate identity;Corporate social responsibility practices;Ethical luxury;Sustainable luxury | Ημερομηνία Έκδοσης: | 17-Αυγ-2020 | Πηγή: | Journal of Marketing Communications, 2020, vol. 26, no. 6, pp. 666 - 684 | Volume: | 26 | Issue: | 6 | Start page: | 666 | End page: | 684 | Περιοδικό: | Journal of Marketing Communications | Περίληψη: | This paper explores the factors affecting consumers’ evaluation of luxury corporate social responsibility (CSR) practices. In particular, it examines how corporate identity and consumer attitude influence the importance they attribute to a variety of luxury CSR practices. The existing academic literature neglects this question, and there has been a call for understanding which type of CSR practices is appropriate for luxury brands. Findings from an empirical study regarding the French luxury brand Hermes indicate that corporate identity is a significant predictor of which CSR practices consumers evaluate as important. As well that, consumer attitude mediates the latter effect. The current research thereby stresses the need for luxury brand managers to link CSR practices to corporate identity and to acknowledge how consumers’ attitude can affect this relationship. | ISSN: | 14664445 | DOI: | 10.1080/13527266.2018.1556317 | Rights: | © Taylor & Francis | Type: | Article | Affiliation: | Athens University of Economics and Business University of Macedonia Deree–The American College of Greece Cyprus University of Technology |
Publication Type: | Peer Reviewed |
Appears in Collections: | Άρθρα/Articles |
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