IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04064807.html
   My bibliography  Save this paper

Does fashionization impede luxury brands’ CSR image?

Author

Listed:
  • 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 Delecolle
  • Aîda Mimouni-Chaabane

    (THEMA - Théorie économique, modélisation et applications - CNRS - Centre National de la Recherche Scientifique - CY - CY Cergy Paris Université)

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.

Suggested Citation

  • Béatrice Parguel & Thierry Delecolle & Aîda Mimouni-Chaabane, 2019. "Does fashionization impede luxury brands’ CSR image?," Post-Print hal-04064807, HAL.
    • Handle: RePEc:hal:journl:hal-04064807
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-04064807. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.