CSR motives on situational scepticism towards luxury brands

Abstract

PurposeThe purpose of this study is to examine how perceived corporate social responsibility (CSR) motives may influence situational scepticism towards luxury brands and its effects on brand resonance, resilience to negative information and consumer advocacy of luxury brands. The moderating role of perceived fit towards luxury brand CSR initiatives is also investigated.Design/methodology/approachAn experimental approach on a 2 × 2 matrix was used. Data are collected through a consumer panel.FindingsValues-driven motives were found to lead to lower consumer situational scepticism and egoistic-driven motives would lead to higher levels of consumer situational scepticism. While higher consumer situational scepticism leads to lower brand resonance, there is no significant relationship between scepticism and resilience to negative information and consumer advocacy. The findings also suggest that perceived fit moderates the relationship between consumer situational scepticism to resilience to negative information and consumer situational scepticism to consumer advocacy.Originality/valueThe key originality of the study is that it provides empirical insights into situational scepticism of CSR initiatives and its influence in consumer and management outcomes in luxury brands.

Examining the moderating role of principle-based entity of luxury brands and its effects on perceived CSR motives, consumer situational scepticism and brand resonance

“…For PBE and non-PBE, SEM analyses show that there are clear relationships between perceived motives and scepticism. These findings are in line with previous findings (Teah et al , 2021). As expected, H1a supports the negative relationship between values-driven motives leading to CSS.…”

“…Our findings, however, is the first to demonstrate that the innate similarities of salient attributes between values-driven motives and PBEs tend to lower scepticism toward a brand's CSR initiatives. This phenomenon occurs likely due to consumers seeking consistency between the brand, the consumer and CSR values (see Balance Theory in Heider, 1958; Teah et al , 2021).…”

Values, Motives, and Organic Food Consumption in China: A Moderating Role of Perceived Uncertainty

“…Drawing on the VMB model, Gao et al (2014) explored the relationship among Confucian values, motivation, and TV purchase behavior of Chinese farmers. Recent studies have verified the driving effect of values on motivations, attitudes, and subsequent behaviors from different contexts ( Hidalgo-Baz et al, 2017 ; Tarabashkina et al, 2020 ; Liu et al, 2021 ; Teah et al, 2021 ). Therefore, this study follows the same theoretical model, combined with the above literature discussion and hypothesis deduction, and constructs the following conceptual model ( Figure 1 ) in the context of organic food consumption.…”

Exploring Marketing Strategies for Luxury Goods in China in the Post-Epidemic Era

“…However, the campaign was deemed inappropriate and was quickly replaced by a women's empowerment campaign that Kering (Balenciaga's parent company) felt was more appropriate. The campaign is still going strong in 2020 [9]. Therefore, if CSR initiatives are likely to be aligned with the brand strategy, vision and products, this will lead to better consumer evaluations [10].…”