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Journal of Business Ethics
Erschienen in: Journal of Business Ethics 2/2021

20.03.2020 | Original Paper

CSR Actions, Brand Value, and Willingness to Pay a Premium Price for Luxury Brands: Does Long-Term Orientation Matter?

verfasst von: Mbaye Fall Diallo, Norchène Ben Dahmane Mouelhi, Mahesh Gadekar, Marie Schill

Erschienen in: Journal of Business Ethics | Ausgabe 2/2021

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Abstract

Sustainable luxury is a strategic issue for managers and for society, yet it remains poorly understood. This research seeks to clarify how corporate social responsibility (CSR) actions directly and indirectly (through brand value dimensions) affect consumers’ willingness to pay a premium price (WTPP) for luxury brand products, as well as how a long-term orientation (LTO) might moderate these relationships. A scenario study presents fictional CSR actions of two brands, representing different luxury products, to 1,049 respondents from two countries (France and Tunisia). The results of a structural equation modeling approach show that the luxury brands’ CSR actions negatively affect customer WTPP overall and for each brand. The luxury brands’ functional and symbolic value dimensions positively mediate the effects of CSR actions on WTPP, whereas social value does not. The effects of CSR actions and brand symbolic value on WTTP do not differ between countries. The effect of functional value on WTPP differs across countries, such that it is stronger for high-LTO than low-LTO cultures. Inversely, the effect of social on customer WTPP is stronger for low-LTO than high-LTO cultures. These findings have theoretical and practical implications for luxury brand managers.
Vorheriger Artikel Constructing Personas: How High-Net-Worth Social Media Influencers Reconcile Ethicality and Living a Luxury Lifestyle
Nächster Artikel How Nationalistic Appeals Affect Foreign Luxury Brand Reputation: A Study of Ambivalent Effects

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Fußnoten
1
Business for Social Responsibility: https://​www.​bsr.​org/​en/​.
 
9
The correlation between LTO and WTPP (r = .18) served as the reference for the marker variable.
 
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Metadaten
Titel
CSR Actions, Brand Value, and Willingness to Pay a Premium Price for Luxury Brands: Does Long-Term Orientation Matter?
verfasst von
Mbaye Fall Diallo
Norchène Ben Dahmane Mouelhi
Mahesh Gadekar
Marie Schill
Publikationsdatum
20.03.2020
Verlag
Springer Netherlands
Erschienen in
Journal of Business Ethics / Ausgabe 2/2021
Print ISSN: 0167-4544
Elektronische ISSN: 1573-0697
DOI
https://doi.org/10.1007/s10551-020-04486-5

Weitere Artikel der Ausgabe 2/2021

Journal of Business Ethics 2/2021 Zur Ausgabe

Original Paper

Can Inclusion in Religious Index Membership Mitigate Earnings Management?

Original Paper

How Nationalistic Appeals Affect Foreign Luxury Brand Reputation: A Study of Ambivalent Effects

Original Paper

Knock, Knock: The Taxman’s at Your Door! Practice Sense, Empathy Games, and Dilemmas in Tax Enforcement

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The Value of Character-Based Judgement in the Professional Domain

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Effects of Internal–External Congruence-Based CSR Positioning: An Attribution Theory Approach

Original Paper

Consumers’ Personality Characteristics, Judgment of Salesperson Ethical Treatment, and Nature of Purchase Involvement