What is it about?
This study helps explain why the disfluency of CSR messages by luxury brands may be true only for some consumers. More specifically, we show that consumers who have low social power may find CSR messages by luxury brands to be less effective since for them luxury brands act as proxies for power. In contrast, consumers with high social power respond better to these CSR messages since luxury brands do not fulfill that need.
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Why is it important?
This results of this study indicate that luxury brands need to choose their target audiences more precisely when conducting CSR campaigns. Instead of using indiscriminant media, if lux brands want to conduct effective prosocial campaigns they must identify and use channels preferred by high power audiences.
Perspectives
I enjoyed this research because it adds to the series of corporate social responsibility (CSR) studies that I have conducted in the last several year that share the theme of the need to avoid generalizing the effects of CSR -in this paper the argument that CSR does not work for luxury brands.
Dae Ryun Chang
Yonsei University
Read the Original
This page is a summary of: The effects of power on consumers’ evaluation of a luxury brand's corporate social responsibility, Psychology and Marketing, October 2018, Wiley,
DOI: 10.1002/mar.21158.
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