Does Fashionization Impede Luxury Brands’ CSR Image?
| Autor: | Béatrice Parguel, Aïda Mimouni Chaabane, Thierry Delecolle |
|---|---|
| Přispěvatelé: | Dauphine Recherches en Management (DRM), Université Paris Dauphine-PSL, Université Paris sciences et lettres (PSL)-Université Paris sciences et lettres (PSL)-Centre National de la Recherche Scientifique (CNRS), laboratoire de l'ISC, ISC PARIS, Théorie économique, modélisation et applications (THEMA), Université de Cergy Pontoise (UCP), Université Paris-Seine-Université Paris-Seine-Centre National de la Recherche Scientifique (CNRS) |
| Rok vydání: | 2020 |
| Předmět: |
media_common.quotation_subject
Geography Planning and Development TJ807-830 Fast fashion Management Monitoring Policy and Law TD194-195 Renewable energy sources Image (mathematics) Scarcity Perception 0502 economics and business GE1-350 media_common corporate social responsibility Environmental effects of industries and plants Renewable Energy Sustainability and the Environment JEL: M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M1 - Business Administration/M.M1.M14 - Corporate Culture • Diversity • Social Responsibility 05 social sciences scarcity Advertising ephemerality Environmental sciences JEL: D - Microeconomics/D.D1 - Household Behavior and Family Economics/D.D1.D12 - Consumer Economics: Empirical Analysis fashionization luxury brand Ephemerality [SHS.GESTION]Humanities and Social Sciences/Business administration Corporate social responsibility 050211 marketing Business 050203 business & management |
| Zdroj: | Sustainability Sustainability, 2020, 12 (1), ⟨10.3390/su12010428⟩ Sustainability, Vol 12, Iss 1, p 428 (2020) Volume 12 Issue 1 |
| ISSN: | 2071-1050 |
| DOI: | 10.3390/su12010428 |
| Popis: | To sustain their growth worldwide, luxury brands are increasingly adopting the codes of fast fashion. They continually introduce new designs that move quickly from the catwalk to stores to stay on-trend, resulting in short and constantly renewed collections. But does this fashionization impede luxury brands&rsquo Corporate Social Responsibility (CSR) image? This article investigates this question building on the ephemerality&ndash scarcity dual-route model. Findings from a first experiment involving a fictitious luxury brand show that fashionization increases both perceptions of ephemerality (negative route) and scarcity (positive route), with opposing resulting effects on the brand&rsquo s CSR image. Extending these results to a real-life luxury setting, findings from a second experiment show that the influence of fashionization on the brand&rsquo s CSR image is only mediated by the positive scarcity route. This study provides a number of noteworthy theoretical insights and relevant managerial implications for luxury managers involved in CSR communication. |
| Databáze: | OpenAIRE |
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