CSR motives on situational scepticism towards luxury brands

IF 3.6 3区 管理学 Q2 BUSINESS Marketing Intelligence & Planning Pub Date : 2021-08-31 DOI:10.1108/mip-05-2021-0143
Kevin Teah, B. Sung, I. Phau
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引用次数: 6

Abstract

PurposeThe purpose of this study is to examine how perceived corporate social responsibility (CSR) motives may influence situational scepticism towards luxury brands and its effects on brand resonance, resilience to negative information and consumer advocacy of luxury brands. The moderating role of perceived fit towards luxury brand CSR initiatives is also investigated.Design/methodology/approachAn experimental approach on a 2 × 2 matrix was used. Data are collected through a consumer panel.FindingsValues-driven motives were found to lead to lower consumer situational scepticism and egoistic-driven motives would lead to higher levels of consumer situational scepticism. While higher consumer situational scepticism leads to lower brand resonance, there is no significant relationship between scepticism and resilience to negative information and consumer advocacy. The findings also suggest that perceived fit moderates the relationship between consumer situational scepticism to resilience to negative information and consumer situational scepticism to consumer advocacy.Originality/valueThe key originality of the study is that it provides empirical insights into situational scepticism of CSR initiatives and its influence in consumer and management outcomes in luxury brands.
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企业社会责任动机源于对奢侈品牌的情境怀疑
本研究的目的是探讨企业社会责任动机如何影响情境对奢侈品牌的怀疑态度,以及其对品牌共鸣、对负面信息的适应能力和消费者对奢侈品牌的倡导的影响。感知契合度对奢侈品牌企业社会责任举措的调节作用也进行了调查。设计/方法学/方法采用2 × 2矩阵的实验方法。数据是通过消费者小组收集的。发现价值观驱动的动机会导致较低的消费者情境怀疑,而自我驱动的动机会导致较高水平的消费者情境怀疑。虽然较高的消费者情境怀疑主义导致较低的品牌共鸣,但怀疑主义与负面信息弹性和消费者倡导之间没有显着关系。研究结果还表明,感知契合调节了消费者情境怀疑主义对负面信息弹性和消费者情境怀疑主义对消费者倡导的关系。独创性/价值本研究的关键独创性在于,它提供了对企业社会责任举措的情境怀疑态度及其对奢侈品牌消费者和管理结果的影响的实证见解。
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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