Does Fashionization Impede Luxury Brands’ CSR Image?

Béatrice Parguel (), Thierry Delécolle and Aïda Mimouni Chaabane
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Béatrice Parguel: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Thierry Delécolle: laboratoire de l'ISC - ISC Paris - Institut Supérieur du Commerce de Paris
Aïda Mimouni Chaabane: THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique

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Abstract: 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.

Keywords: corporate social responsibility; scarcity; ephemerality (search for similar items in EconPapers)
Date: 2020
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Published in Sustainability, 2020, 12 (1), ⟨10.3390/su12010428⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02966809

DOI: 10.3390/su12010428

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