Does fashionization impede luxury brands’ CSR image?

Béatrice Parguel (), Thierry Delecolle and Aîda 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
Aîda Mimouni-Chaabane: THEMA - Théorie économique, modélisation et applications - CNRS - Centre National de la Recherche Scientifique - CY - CY Cergy Paris Université

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Abstract: To sustain their growth worldwide, luxury brands are increasingly adopting the codes offast fashion. They continually introduce new designs that move quickly from the catwalk to stores tostay on-trend, resulting in short and constantly renewed collections. But does this fashionizationimpede luxury brands' Corporate Social Responsibility (CSR) image? This article investigates thisquestion building on the ephemerality–scarcity dual-route model. Findings from a first experimentinvolving a fictitious luxury brand show that fashionization increases both perceptions of ephemerality(negative route) and scarcity (positive route), with opposing resulting eects on the brand's CSRimage. Extending these results to a real-life luxury setting, findings from a second experiment showthat the influence of fashionization on the brand's CSR image is only mediated by the positive scarcityroute. This study provides a number of noteworthy theoretical insights and relevant managerialimplications for luxury managers involved in CSR communication.

Keywords: fashionization; luxury brand; corporate social responsibility; scarcity; ephemerality (search for similar items in EconPapers)
Date: 2019-07
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Published in Global Fashion Management Conference, Jul 2019, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04064807

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