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

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.



Citation:

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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 574-575.

Authors

Catherine Janssen, IESEG School of Management, France
Joëlle Vanhamme, EDHEC Business School, France
Sina Leblanc, EDHEC Business School, France



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

What Converts Webpage Visits into Crowdfunding Contributions: Assessing the Role of Circumstantial Information

Lucia Salmonson Guimarães Barros, Universidade Federal de Sao Paulo
César Zucco Jr, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Marcelo Salhab Brogliato, Brazilian School of Public and Business Administration, Brazil

Read More

Featured

Dehumanization: Coping with Embarrassment in Consumer Purchases

Yixia Sun, Zhejiang University
Xuehua Wang, East China Normal University
Joey Hoegg, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada

Read More

Featured

C6. How Does Unsatisfied Curiosity Stir Our Craving For Food?

Chen Wang, Drexel University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.