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

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.


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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 194-199.


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


NA - Advances in Consumer Research Volume 42 | 2014

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