“…However, CRM campaigns can pose particular problems for luxury brands because they may represent a conflict between self‐enhancement motivations underlying the consumption of luxury products and self‐transcendence motivations underlying prosocial behavior (Torelli et al, 2012). Although luxury is a subjective concept whose meaning is “specific to a particular time and place” (Belk, 1999, p. 41), it is typically associated with “excess, personal pleasure, superficiality, ostentation, high quality, conspicuousness, and resistance to external normative influence” (Amatulli et al, 2021, p. 1992). Furthermore, a recent study conceptualizes luxury brands as consisting of five dimensions—quality, authenticity, prestige, premium price, and resonance (Ko et al, 2019).…”