Should Luxury Brands Shout Or Whisper? the Effects of Brand Prominence on Consumer Perceptions of Responsible Luxury

Catherine Janssen, IESEG School of Management, France
Joëlle Vanhamme, EDHEC Business School, France
Sina Leblanc, EDHEC Business School, France
Recent literature suggests that consumers do not necessarily perceive luxury and CSR as compatible. This research investigates the effect of brand prominence on consumers’ attitudes toward responsible luxury brands and evidences a dual mediation process through consumers’ CSR beliefs and perceived congruity between their identity and that of the brand.
[ to cite ]:
Catherine Janssen, Joëlle Vanhamme, and Sina Leblanc (2015) ,"Should Luxury Brands Shout Or Whisper? the Effects of Brand Prominence on Consumer Perceptions of Responsible Luxury", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 574-575.