Looking for luxury CSR practices that make more sense: The role of corporate identity and consumer attitude

Panigyrakis, George G.; Panopoulos, Anastasios; Koronaki, Eirini

doi:10.1080/13527266.2018.1556317

Cited by 12 publications

(7 citation statements)

References 55 publications

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“…The positive effects of corporate social responsibility (CSR) communication have been welldocumented in recent luxury literature (e.g. Panigyrakis et al, 2020;Gallo et al, 2020). Research by Deloitte Touche Tohmatsu (Firm) (2017) has shown that young consumers will consider the sustainability and the ethical profile of luxury goods and services other than conspicuousness (e.g.…”

Section: Introductionmentioning

confidence: 99%

CSR motives on situational scepticism towards luxury brands

Teah

Sung

Phau

2021

MIP

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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.

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Section: Introductionmentioning

confidence: 99%

CSR motives on situational scepticism towards luxury brands

Teah

Sung

Phau

2021

MIP

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“…These theoretical efforts focused mainly on public relations and external environmental factors as the drivers in encompassing CSR, but little concern was given to organization internal drivers and empirical CSR implementation (Afridi et al, 2020). This has serious consequences because organizations may face internal resistance from employees to commit to perform CSR as an imposed additional work (Tourky et al, 2019), and external resistance from customers suspect to believe the company good deeds behind CSR sudden implementation (Panigyrakis et al, 2020). Despite of the numerous theoretical studies concerning the role of corporate strategy that is reflected in the corporate identity on the degree of corporate social responsibility, the relationship still vague and needs further investigation through empirical research to highlighting management role.…”

Section: (Online): Issn 2682-4825mentioning

confidence: 99%

“…Moreover, CSR is a broad concept that has a voluntary nature for decision makers and organizational behavior that carries only moral and ethical values (Yusliza, 2019), and that might interpret why organization have different pattern in applying CSR with various degrees (Panigyrakis et al, 2020).…”

Section: Corporate Social Responsibilitymentioning

confidence: 99%

“The Impact of Corporate Identity on Corporate Social Responsibility: The Mediating Role of Green Human Resources Management Practices “An empirical study on telecommunication companies in Egypt”

Aly¹,

Eltanbouly²,

Ebrahim³

2023

التجارة والتمويل

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“…In the domain of luxury marketing, several studies have been conducted focusing on the consumer behavior of diverse consumer segments (Cavender and Kincade, 2015; Chung and Kim, 2020; Kapferer and Michaut-Denizeau, 2020; Rao and Ko, 2021), but less number of studies have been conducted focusing exclusively on luxury brand consumption behavior and loyalty of Gen Z consumer segment (Pencarelli et al , 2020). Sustainability and CSR attributes have started to become more relevant in the luxury business than ever before (Amatulli et al , 2018; Balconi et al , 2020; Gardetti and Muthu, 2015; Hong and Nam, 2021; Janssen et al , 2014; Kumagai, 2021; Olšanová et al , 2021; Panigyrakis et al , 2020; Wong and Dhanesh, 2017). Studies have shown that sustainable and CSR play a role in luxury brand management; they help in building luxury brand appeal among customers; the same is gaining the interest of global researchers (Dekhili and Achabou, 2016; Gardetti, 2020; Kumagai, 2021; Muniz and Guzmán, 2021; Septianto et al , 2021).…”

Section: Introductionmentioning

confidence: 99%

“…The present study has the potential to guide luxury brands to identify the areas to concentrate on and channelize their efforts on branding luxury products or services. Most of the studies have been conducted in the context of developed nations (Amatulli et al , 2018; Balconi et al , 2020; Hong and Nam, 2021; Janssen et al , 2014; Olšanová et al , 2021; Panigyrakis et al , 2020; Wong and Dhanesh, 2017). The existing literature has a dearth of significant empirical evidence explaining how CSR and SUA would influence luxury brand attachment and luxury brand trust and, in turn, influence luxury brand loyalty in young customers in the context of emerging economies.…”

Section: Introductionmentioning

confidence: 99%

Investigating the antecedents of luxury brand loyalty for Gen Z consumers in India: a PLS-SEM approach

Ghosh

Bhattacharya²

2022

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Purpose This study aims to explore the antecedents related to luxury brand loyalty in the Indian Gen Z consumer segment. It obtains the connection between luxury brand attachment, luxury brand trust and luxury brand loyalty. The study also envisages how luxury brand trust plays a mediation role in strengthening the relationship between luxury brand attachment and luxury brand loyalty in the Indian Gen Z consumer segment. Design/methodology/approach The empirical investigation is based on the Indian Gen Z consumer segment. Data was acquired with the help of a structured questionnaire, following convenience and snowball sampling techniques. A total of 230 primary responses was used for the statistical analysis of the present research. The analysis was carried out with the help of SmartPLS software to validate a proposed model and corresponding hypotheses. Findings The research findings demonstrate that two major branding outcomes support luxury brand loyalty behavior in the Indian Gen Z consumer segment: luxury brand attachment and luxury brand trust. Corporate social responsibility (CSR) attributes and sustainability attributes, luxury product attributes, luxury brand attributes and social media attributes positively influence luxury brand attachment in the Indian Gen Z consumer segment. CSR attributes and sustainability attributes have negligible contribution toward positively influencing luxury brand trust towards the same. However, when luxury brand trust is combined with luxury brand attachment, then luxury brand trust plays a significant role in enhancing luxury brand loyalty among the Indian Gen Z consumer segment. Then, luxury brand attributes, product attributes and social media attribute positively impact luxury brand trust in the Indian Gen Z consumer segment. The study also identifies that luxury brand trust plays a significant mediation role in consolidating the relationship between attachment and loyalty. Originality/value The proposed model in the research is an integrated framework comprising maximum potential variables that can positively influence luxury brand loyalty in the Indian Gen Z consumer segment. The analysis in the research shows the mediation role of luxury brand trust between luxury brand attachment and luxury brand loyalty in the Indian Gen Z consumer segment. This study has also identified the vital role of luxury brands’ CSR attributes and sustainability attributes to support luxury brand loyalty.

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Looking for luxury CSR practices that make more sense: The role of corporate identity and consumer attitude

Cited by 12 publications

References 55 publications

CSR motives on situational scepticism towards luxury brands

CSR motives on situational scepticism towards luxury brands

“The Impact of Corporate Identity on Corporate Social Responsibility: The Mediating Role of Green Human Resources Management Practices “An empirical study on telecommunication companies in Egypt”

Investigating the antecedents of luxury brand loyalty for Gen Z consumers in India: a PLS-SEM approach

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