Value instantiation: how to overcome the value conflict in promoting luxury brands with CSR initiatives

Ji Kyung Park (), Carlos J. Torelli (), Alokparna (Sonia) Basu Monga () and Deborah Roedder John ()
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Ji Kyung Park: University of Delaware
Carlos J. Torelli: University of Illinois at Urbana-Champaign
Alokparna (Sonia) Basu Monga: Rutgers Business School
Deborah Roedder John: University of Minnesota

Marketing Letters, 2019, vol. 30, issue 3, No 7, 307-319

Abstract: Abstract When luxury brands (exuding self-enhancement values) incorporate CSR (eliciting self-transcendence values) in their brand platform, they are blending opposing values into their marketing strategies, often resulting in negative responses from consumers. This research provides a solution to this problem—“value instantiation,” which encourages people to generate reasons for a value and to pursue it via a concrete example. We introduce the following two approaches for instantiating self-transcendence values in the context of self-enhancement value pursuit: (1) exposing consumers to philanthropic activities of self-enhancement-driven celebrities (study 1) and (2) encouraging consumers to visualize themselves engaging in philanthropic activities while pursuing self-enhancement values (study 2). We show that such value instantiation, which promotes the integration of the values, reduces unfavorable responses to a luxury brand’s product promoted with CSR appeals, particularly among the core consumers of luxury brands, who are self-enhancement driven, and thus would respond to the CSR appeals most negatively.

Keywords: Luxury brands; CSR; Value incompatibility; Value instantiation (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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DOI: 10.1007/s11002-019-09498-4

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