Committed to help: the effects of frequency of corporate donations on luxury brand evaluations

Purpose While luxury brands have increasingly pursued CSR activities such as corporate donations, this strategy may not be effective because there is an inherent mismatch between the concepts of “luxury” and CSR. The present research examines the effects of different types of donation strategies (frequency-focused vs. amount-focused). Design/methodology/approach Two experimental studies were conducted. Study 1 provides initial evidence to our...