Can Luxury Brands Do Poorly By Doing Good? Brand Concepts and Responses to Socially Responsible Actions

Carlos Torelli, University of Minnesota, USA
Alokparna (Sonia) Monga, University of South Carolina, USA
Andrew Kaikati, University of Georgia, USA
We show that because some brand concepts are more compatible with a CSR image than others (e.g., stimulation vs. status images), communicating a brand’s CSR actions can dilute its image resulting in relatively unfavorable evaluations. The effects are automatic in nature and moderated by personality factors and communication/branding strategies.
[ to cite ]:
Carlos Torelli, Alokparna (Sonia) Monga, and Andrew Kaikati (2011) ,"Can Luxury Brands Do Poorly By Doing Good? Brand Concepts and Responses to Socially Responsible Actions", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.