Does Fashionization Impede Luxury Brands’ CSR Image?

Béatrice Parguel, Thierry Delécolle and Aïda Mimouni Chaabane
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Béatrice Parguel: CNRS, DRM [M-LAB], Université PSL, Université Paris-Dauphine, 75016 Paris, France
Thierry Delécolle: ISC Paris, 75017 Paris, France
Aïda Mimouni Chaabane: THEMA, Université de Cergy-Pontoise, 95000 Cergy, France

Sustainability, 2020, vol. 12, issue 1, 1-16

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: fashionization; luxury brand; corporate social responsibility; scarcity; ephemerality (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:1:p:428-:d:305650

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