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Does Fashionization Impede Luxury Brands’ CSR Image?

Parguel, Béatrice; Delécolle, Thierry; Mimouni Chaabane, Aïda (2020), Does Fashionization Impede Luxury Brands’ CSR Image?, Sustainability, 12, 1, p. 428. 10.3390/su12010428

Type
Article accepté pour publication ou publié
Date
2020
Journal name
Sustainability
Volume
12
Number
1
Publisher
MDPI
Pages
428
Publication identifier
10.3390/su12010428
Metadata
Show full item record
Author(s)
Parguel, Béatrice cc
Dauphine Recherches en Management [DRM]
Delécolle, Thierry
laboratoire de l'ISC
Mimouni Chaabane, Aïda
Théorie économique, modélisation et applications [THEMA]
Abstract (EN)
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’ Corporate Social Responsibility (CSR) image? This article investigates this question building on the ephemerality–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’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’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.
Subjects / Keywords
corporate social responsibility; scarcity; ephemerality
JEL
D12 - Consumer Economics: Empirical Analysis
M14 - Corporate Culture; Diversity; Social Responsibility

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