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Does Fashionization Impede Luxury Brands’ CSR Image?

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Date
2020
Dewey
Marketing
Sujet
corporate social responsibility; scarcity; ephemerality
JEL code
D.D1.D12; M.M1.M14
Journal issue
Sustainability
Volume
12
Number
1
Publication date
2020
Article pages
428
Publisher
MDPI
DOI
http://dx.doi.org/10.3390/su12010428
URI
https://basepub.dauphine.fr/handle/123456789/21111
Collections
  • DRM : Publications
Metadata
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Author
Parguel, Béatrice
1032 Dauphine Recherches en Management [DRM]
Delécolle, Thierry
171874 laboratoire de l'ISC
Mimouni Chaabane, Aïda
10592 Théorie économique, modélisation et applications [THEMA]
Type
Article accepté pour publication ou publié
Abstract (EN)
To sustain their growth worldwide, luxury brands are increasingly adopting the codes of fast fashion. They continually introduce new designs that move quickly from the catwalk to stores to stay on-trend, resulting in short and constantly renewed collections. But does this fashionization impede luxury brands’ Corporate Social Responsibility (CSR) image? This article investigates this question building on the ephemerality–scarcity dual-route model. Findings from a first experiment involving a fictitious luxury brand show that fashionization increases both perceptions of ephemerality (negative route) and scarcity (positive route), with opposing resulting effects on the brand’s CSR image. Extending these results to a real-life luxury setting, findings from a second experiment show that the influence of fashionization on the brand’s CSR image is only mediated by the positive scarcity route. This study provides a number of noteworthy theoretical insights and relevant managerial implications for luxury managers involved in CSR communication.

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