Sustainability claim, environmental misconduct and perceived hypocrisy in luxury branding

Q1 Business, Management and Accounting
Isaac Cheah, Anwar Sadat Shimul, Min Teah
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引用次数: 1

Abstract

Purpose This paper aims to examine consumers’ evaluation of and reaction to the coexistence of brand misconduct and sustainability claims through a series of studies. Design/methodology/approach The research questions are examined across three studies. Consumer’s scepticism of corporate social responsibility (CSR) is considered the driver of brand distance. Brand hypocrisy is postulated to mediate the relationship between scepticism to CSR and brand distance. Furthermore, brand trust and desire for exclusivity are tested as moderators of brand hypocrisy and brand distance. Findings The findings showed that environmental misconduct leads to perceived brand hypocrisy and brand distancing. When luxury brands take action to remedy their actions, the perceived brand hypocrisy and brand distancing decrease. In addition, brand trust and desire for exclusivity dilute the relationship between brand hypocrisy and brand distance. Originality/value The findings show that, standing in a contradictory position, brands can still reduce the consumers’ perceived brand distance by building a strong consumers’ trust toward the brand. At the same time, relating the luxury consumers’ yearning for the exclusive products and services, the findings show that the consumers with a strong desire for exclusivity feel a lower level of brand distance even if the brand gets involved in misconduct.
可持续发展主张,环境不当行为和奢侈品牌的虚伪
本文旨在通过一系列研究,考察消费者对品牌不当行为和可持续性主张共存的评价和反应。设计/方法/方法研究问题通过三个研究进行检验。消费者对企业社会责任(CSR)的怀疑被认为是品牌距离的驱动因素。假设品牌伪善在企业社会责任怀疑与品牌距离之间起中介作用。此外,品牌信任和排他性欲望作为品牌伪善和品牌距离的调节因子。研究结果表明,环境不当行为会导致品牌虚伪和品牌疏远。当奢侈品牌采取行动纠正其行为时,感知到的品牌虚伪和品牌距离减少。此外,品牌信任和对排他性的渴望淡化了品牌虚伪与品牌距离之间的关系。原创性/价值研究结果表明,处于矛盾地位的品牌仍然可以通过建立消费者对品牌的强烈信任来减少消费者感知的品牌距离。同时,结合奢侈品消费者对独家产品和服务的渴望,研究结果表明,即使品牌涉及不当行为,具有强烈独家欲望的消费者也会感受到较低的品牌距离。
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来源期刊
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing
CiteScore
9.10
自引率
0.00%
发文量
21
审稿时长
12 weeks
期刊介绍: Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.
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