CSR motives on situational scepticism towards luxury brands
Abstract
Purpose The purpose of this study is to examine how perceived corporate social responsibility (CSR) motives may influence situational scepticism towards luxury brands and its effects on brand resonance, resilience to negative information and consumer advocacy of luxury brands. The moderating role of perceived fit towards luxury brand CSR initiatives is also investigated. Design/methodology/approach An experimental approach on a 2 × 2 matrix was...
Paper Details
Title
CSR motives on situational scepticism towards luxury brands
Published Date
Aug 31, 2021
Volume
40
Issue
1
Pages
1 - 17
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