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
{"title":"CSR motives on situational scepticism towards luxury brands","authors":"Kevin Teah, B. Sung, I. Phau","doi":"10.1108/mip-05-2021-0143","DOIUrl":null,"url":null,"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.","PeriodicalId":48048,"journal":{"name":"Marketing Intelligence & Planning","volume":null,"pages":null},"PeriodicalIF":3.6000,"publicationDate":"2021-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"6","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Marketing Intelligence & Planning","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/mip-05-2021-0143","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
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.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
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。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
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.
期刊最新文献
Exploring online advocacy mechanisms through self-presentation: a comparative analysis between e-commerce website customers Recycling firm-generated content on social media platforms: phenomenon and research propositions Unlocking the omnichannel shopping myth: can service convenience, shopping value and channel congruence strengthen perceived trust and satisfaction? The effect of startup marketing agility on new product creativity and new product performance: the moderating effect of technological turbulence Over-the-top (OTT) platforms: a review, synthesis and research directions
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1