Communicating Responsible Luxury Brand: The Role of Luxury-CSR Fit and Dispositional Consensus on Brand Evaluation

• 영문명: Communicating Responsible Luxury Brand: The Role of Luxury-CSR Fit and Dispositional Consensus on Brand Evaluation
• 발행기관: 한국유통과학회
• 저자명: Anesh Sthapit Gin-Young Jo Yoon-Yong Hwang
• 간행물 정보: 『유통과학연구(JDS)』제15권 제2호, 7~14쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.02.28

영문 초록

Purpose – This study attempts to extend the research in responsible luxury by identifying contexts where Corporate Social Responsibility (CSR) can promote luxury brands’ evaluation. It contributes to the literature on consumer responses to CSR, and to responsible luxury in particular and demonstrates how dispositional consensus and luxury-CSR information of luxury brands affects consumers’ evaluation of brand. Research design, data, and methodology – An experiment was conducted to test the relationship between brand evaluation and responsible luxury brands’ CSR information using collected data through a survey in a large university of South Korea. Study conditions were manipulated with various product types to analyze the relationship in different product domains. Results – When consensus regarding sincere and altruistic motive of companies for CSR activity is high, the perceived fit between luxury brand and the type of CSR has no effect on brand evaluation. But, in case of lower consensus regarding the benevolent company motives, higher fit enhances evaluation than lower fit. Conclusions – In using consensus as a guiding factor to choose the type of charity with favorably view, the level of irrespective fit can help luxury firms to enjoy the benefits of better image. In case of low consensus donating to charities that are closely related to the brands’ product or area of business seems to be fruitful.

목차

1. Introduction

2. Theoretical Background

3. Hypotheses

4. Methodology

5. Results

6. Discussion

키워드

Luxury Brand CSR Evaluation Dispositional Consensus Perceived Fit