CSR commitment and consumer situational scepticism of luxury brands: antecedents, moderator and outcomes

Kevin Teah, Ian Phau and Billy Sung

International Journal of Ethics and Systems, 2023, vol. 41, issue 2, 372-391

Abstract: Purpose - This study aims to investigate the moderating role of corporate social responsibility (CSR) commitment in the relationships between antecedents and outcomes of consumer situational scepticism towards luxury brands. Design/methodology/approach - The study used a questionnaire administered through a consumer panel, using established scales. A 2 (fictional, non-fictional) × 2 (low commitment, high commitment) factorial experimental design with four cells was implemented. Findings - The results revealed that values-driven motives were associated with lower consumer situational scepticism, whereas egoistic-driven motives were linked to higher levels of consumer situational scepticism, regardless of the CSR commitment level of the luxury brand. However, the impact of strategic-driven motives and stakeholder-driven motives on consumer situational scepticism was only significant within the low commitment condition. Consumer situational scepticism was found to lead to lower brand resonance and resilience to negative information in both low and high commitment conditions. Originality/value - This study contributes new knowledge by highlighting the crucial role of motives in shaping consumer perceptions, including scepticism, brand resonance and resilience to negative information, ultimately influencing consumer advocacy. The study further demonstrates that high commitment weakens the relationship between strategic-driven and stakeholder-driven motives and consumer scepticism. Moreover, high commitment also weakens the relationship between scepticism and the key outcomes examined in the study.

Keywords: Corporate social responsibility; Luxury brands; Scepticism; Motives; CSR commitment (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (text/html)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (application/pdf)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eme:ijoesp:ijoes-06-2023-0141

DOI: 10.1108/IJOES-06-2023-0141

Access Statistics for this article

International Journal of Ethics and Systems is currently edited by Prof Jacob Dahl Rendtorff

More articles in International Journal of Ethics and Systems from Emerald Group Publishing Limited
Bibliographic data for series maintained by Emerald Support ().