Self-Expansion As a Way of Overcoming the Harmful Effects of Luxury-Csr Incongruity

Ji Kyung Park, University of Delaware, USA
Carlos J. Torelli, University of Minnesota, USA
Alokparna (Sonia) Monga, University of South Carolina, USA
Deborah Roedder John, University of Minnesota, USA
Luxury brands often create prosocial images through CSR activities. These images can harm brand evaluations, particularly among self-enhancement oriented consumers who view such brand images as incompatible with their own motivations. These harmful effects can be mitigated by self-expansion, which helps reduce incompatibilities between the self and a brand.
[ to cite ]:
Ji Kyung Park, Carlos J. Torelli, Alokparna (Sonia) Monga, and Deborah Roedder John (2014) ,"Self-Expansion As a Way of Overcoming the Harmful Effects of Luxury-Csr Incongruity", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 194-199.