کاهش احتمال تحریف برندهای لوکس
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کاهش احتمال تحریف برندهای لوکس

عنوان فارسی مقاله: آیا برندهای لوکس می توانند اخلاقی باشند؟ کاهش احتمال تحریف برندهای لوکس
عنوان انگلیسی مقاله: Can luxury brands be ethical? Reducing the sophistication liability of luxury brands
مجله/کنفرانس: مجله تولید پاک - Journal of Cleaner Production
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: بازاریابی، مدیریت بازرگانی، مدیریت کسب و کار
کلمات کلیدی فارسی: مسئولیت اجتماعی شرکت، اخلاقی بودن برند، شخصیت برند، برندهای لوکس، اهداف هویت مصرف کننده
کلمات کلیدی انگلیسی: corporate social responsibility، Brand ethicality، Brand personality، Luxury brands، Consumer identity goals
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus - Master Journals List - JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.jclepro.2019.06.094
دانشگاه: NOVA Information Management School (NOVA IMS), Universidade Nova de Lisboa, Portugal
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2019
ایمپکت فاکتور: 7/096 در سال 2018
شاخص H_index: 150 در سال 2019
شاخص SJR: 1/620 در سال 2018
شناسه ISSN: 0959-6526
شاخص Quartile (چارک): Q1 در سال 2018
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 11
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
آیا این مقاله مدل مفهومی دارد: ندارد
آیا این مقاله پرسشنامه دارد: ندارد
آیا این مقاله متغیر دارد: دارد
کد محصول: E12671
رفرنس: دارای رفرنس در داخل متن و انتهای مقاله
فهرست انگلیسی مطالب

Abstract


1- Introduction: corporate social responsibility and luxury brands


2- The sophistication liability of luxury brands


3- Identity goals and perceived brand ethicality


4- CSR focus and luxury brands


5- Overview of the studies


6- Pilot study: brand personality associations with brand ethicality and luxury


7- Study 1: the moderating role of identity goals


8- Study 2: mitigating the sustainability liability of luxury brands


9- Results 10. General discussion


11- Theoretical contributions


12- Managerial implications


13- Generalizability of findings and limitations


14- Conclusion


References

نمونه متن انگلیسی مقاله

Abstract


Past research suggests that consumers may negatively evaluate luxury brands that engage in corporate social responsibility (CSR) because they do not perceive a consistency between luxury and ethical consumption (sophistication liability). As luxury is an increasingly relevant industry, it is important to understand how to promote ethical luxury consumption and cleaner production practices in luxury. This article extends previous findings and provides a framework that shows the conditions under which luxury and ethical consumption can be compatible. In particular, we find that consumers perceive sophisticated brands as less ethical than sincere brands when their social identity goals are salient (i.e., they focus on their social relationships); however, when consumers personal identity goals are salient (i.e., they focus on themselves), they perceive sophisticated brands as equally ethical as sincere brands. Finally, we also show that luxury brands' CSR actions should focus on the firms' own consumers whereas sincere brands’ CSR actions should focus on society in general. This research contributes to the literature on sustainability by demonstrating when and how sophisticated brands can engage in socially responsible practices like CSR and cleaner production.


Introduction: corporate social responsibility and luxury brands


Every year, brands invest billions of dollars in corporate social responsibility (The Economist, 2015), in the hope of improving consumers' brand perceptions and attitudes. While extensive literature has examined the effects of ethics on consumer perceptions of non-luxury commodity brands (Brammer and Millington, 2005; Hsu, 2012; Maignan and Ferrell, 2001; Moraes et al., 2017), research and practice of business ethics in luxury consumption has been more limited. Unfortunately for brands and beneficiaries of corporate social responsibility (CSR) activities, literature has shown that CSR does not always lead to improved perceptions of brand ethicality (Davies et al., 2012) and, particularly in the case of luxury brands, can even backfire. In contrast with non-luxury brands, luxury ones are often associated with concepts like selfenhancement (Torelli et al., 2012). The concept of selfenhancement itself may be perceived by consumers as not compatible with social responsibility, because the social responsibility implies a general benefit for society. When consumers do not perceive a consistency between the brand and CSR (Kapferer and Michaut-Denizeau, 2014; Torelli et al., 2012), they may negatively perceive a brand's ethicality (i.e., the degree to which a brand is perceived to be ethical) and have worse brand attitudes. This literature suggests that CSR may be beneficial for some brands that present traits consistent with ethical behavior (e.g., brands concerned with moral obligations and promote society's well-being) but can hurt others with traits perceived to be inconsistent with ethical behavior (e.g., brands that satisfy self-enhancement need of consumers, luxury brands). This raises important concerns since consumer perceptions of CSR of brands affect their willingness to buy certain brands (Torelli et al., 2012) which, in turn, affects firms' decisions to invest in Corporate Social Responsibility. A question that arises, thus, is “whether and how luxury brands can engage in CSR to be perceived as more ethical by consumers, without incurring any adverse outcomes?” The answer to this question has important implications for business ethics and sustainability literature. 

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