Overcoming the conflicting values of luxury branding and CSR by leveraging celebrity endorsements to build brand equity

In response to consumer demands for brands to be more socially responsible, luxury brands have been engaging and promoting their corporate social responsibility (CSR) initiatives to build brand equity. However, the past literature suggests that lack of compatibility between values related to luxury and CSR could lead to negative reactions from consumers. This research investigates how luxury brands can overcome the challenge of communicating...