Luxury brands’ use of CSR and femvertising: the case of jewelry advertising

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Stephanie A. Pankiw ◽  
Barbara J. Phillips ◽  
David E. Williams
Keyword(s):  
Luxury Brands ◽  
Content Type ◽  
Print Advertisements ◽  
Luxury Brand ◽  
Cause Related Marketing ◽  
Advertising Strategies ◽  
Ethical Sourcing ◽  
Corporate Social ◽  
Depth Interviews ◽  
Practical Implications

Purpose Luxury brands seek to differentiate themselves from competitors by engaging in corporate social responsibility (CSR) practices. Although many luxury brands participate in CSR activities, it is unclear if luxury brands communicate these CSR activities to consumers. Therefore, this study aims to explore two questions: are luxury jewelry brands communicating CSR (including women’s empowerment) in their advertising? And how should luxury jewelry brands communicate CSR messages in their advertising? Design/methodology/approach This paper uses a content analysis of luxury jewelry print advertisements and in-depth interviews with 20 female jewelry consumers analyzed using grounded theory to construct the luxury brand CSR advertising strategies theory. Findings Very few (3%) of print advertisements contain CSR messages, including femvertising and the theory presents four paths for brands to consider when promoting CSR practices, namely, ethical sourcing, cause-related marketing product, a signal of product care and quality and signal of an authentic relationship with the consumer. Practical implications The model provides four potential CSR advertising strategies and guidelines luxury jewelry brands can use to create successful advertising campaigns. Originality/value Luxury jewelry advertising has not been empirically examined and the study fills gaps in the understanding of luxury brands’ communication strategies. It adds to the knowledge and theorizing of the use and appropriateness of CSR appeals in a luxury brand context.

Effect of religiosity on luxury consumer behavior: the case of the Tunisian Muslim

2017 ◽  
Vol 8 (1) ◽  
pp. 74-94 ◽  
Author(s):  
Fawzi Dekhil ◽  
Hajer Boulebech ◽  
Neji Bouslama
Keyword(s):  
Geographical Area ◽  
Research Work ◽  
Academic Research ◽  
Luxury Brands ◽  
Content Type ◽  
Repurchase Intentions ◽  
Luxury Brand ◽  
Personal Orientation ◽  
The Relationship ◽  
Practical Implications

Purpose The purpose of this paper is to describe the effects of religiosity on attitude and personal orientation toward luxury brands and on purchase and repurchase intentions. Determining the effects of religiosity on the consumers’ behavior toward luxury has proved to be a crucial matter. As far as the authors know, academic research on this topic is almost non-existent. This is an exploratory study at the level of the direct effects of religiosity. Following a literature review, a model was constructed to represent the various interrelationships between the variables investigated in this research. Design/methodology/approach A quantitative study was conducted among 227 individuals having varying levels of religiosity. The authors verified, before, that those interviewed have purchased a luxury brand. Findings The findings show that religiosity does not hinder the consumption of luxury brands. Indeed, the authors detected a positive relationship between attitude and personal orientation toward luxury brands and the level of religiosity. The effect of religiosity on attitude and personal orientation is stronger for persons having higher incomes. Moreover, this effect is slight more marked among women. Research limitations/implications Just as for all other research work, it is important to identify the limitations of this study. The authors need only to acknowledge its exploratory nature for these relationships to be identified as preliminary ones and as the first elements of proof rather than as a conclusive demonstration. This research suffers from certain other limitations, especially concerning its convenience sampling and the fact that it covered only a limited geographical area, namely, the capital, Tunis, and its adjacent suburbs. Practical implications This research has shown that whatever the level of religiosity, its effect is stronger among persons having a high income. Therefore, Muslims, whatever their religiosity, can be a target for marketers and luxury brand. Social implications Islam is not against luxury brand but against ostentation. Originality/value It is the first research, as the authors know, that study the relationship between religiosity and consumer luxury behavior, especially among Muslims.

Typology of social media followers: the case of luxury brands

2018 ◽  
Vol 36 (5) ◽  
pp. 558-571 ◽  
Author(s):  
Zahy Ramadan ◽  
Maya F. Farah ◽  
Armig Dukenjian
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Qualitative Approach ◽  
Luxury Brands ◽  
Content Type ◽  
Luxury Brand ◽  
Different Types ◽  
Social Media Platforms ◽  
Different Characteristics ◽  
Depth Interviews

Purpose Luxury brands tend to be hesitant in adopting social media. This matter has created an imminent need to understand the different types of online luxury followers so as to help luxury brands communicate effectively with their consumers, while maintaining the “luxe” image and experience. Accordingly, the purpose of this paper is to provide luxury brands with a deeper understanding of their online audience and the strategies needed to engage with them through the different social media platforms. Design/methodology/approach A qualitative approach was utilized in which 24 in-depth interviews were conducted with Lebanese followers of an online luxury brand’s social media pages. Findings The study identifies the presence of six main categories of online luxury followers: pragmatists, bystanders, trend hunters, image seekers, passionate owners, and prime consumers. Each group has a specific engagement and propensity to buy levels. Research limitations/implications Understanding the different segments of luxury brand followers provides a framework for marketing managers that allows them to correctly target their marketing and communication strategies in order to maximize consumer engagement and purchasing behaviors. Originality/value A significant gap exists in the extant literature which offers no understanding of the different luxury brand followers and their different characteristics. This study is the first to offer an exploratory typology of the various luxury brand followers on social media platforms.

Co-creating luxury brands in an emerging market

2016 ◽  
Vol 19 (4) ◽  
pp. 395-415 ◽  
Author(s):  
Beate Elizabeth Stiehler
Keyword(s):  
South African ◽  
Meaning Making ◽  
Emerging Market ◽  
Luxury Brands ◽  
Content Type ◽  
Brand Knowledge ◽  
Segmentation Approach ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to explore consumer meaning-making and brand co-creation and the role of brand value and the consumption context of luxury goods in the emerging South African market. Design/methodology/approach An extant segmentation approach that classifies luxury brand consumers into four different segments was used to guide the identification of a total of 16 luxury consumers with whom in-depth interviews were conducted. Findings The findings identify differences between four consumer segments’ levels of brand knowledge and indicate how these differing levels produce interesting meanings assigned to luxury brands which in turn co-create the brands. A framework is also proposed that maps each of the four luxury segments according to the value they derive from luxury brands and the context in which luxury consumption holds the most meaning for each segment. Practical implications Managerial recommendations concerning the implications of consumers assigning meaning and value to luxury brands and recommendations pertaining to the managing and positioning of luxury brands to each of the four luxury segments in this market are proposed. Originality/value The study provides interesting insights with regards to how consumers assign meaning and value to luxury brands in the emerging South African market. The proposed framework also uniquely demonstrates underlying behaviours within each of the four luxury segments and contributes to a better understanding of how and why these segments consume luxury brands.

Exploring young consumer's decision‐making for luxury co-branding combinations

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yanan Yu ◽  
Lori Rothenberg ◽  
Marguerite Moore
Keyword(s):  
Decision Making ◽  
Design Methodology ◽  
Luxury Brands ◽  
Branding Strategy ◽  
Fast Fashion ◽  
Content Type ◽  
Luxury Brand ◽  
Trade Offs ◽  
Retail Format ◽  
Practical Implications

PurposeThe purpose of this paper is to identify the realistic trade-offs young consumers make when evaluating luxury co-branding combinations based on signalling theory.Design/methodology/approachConjoint analysis was employed to evaluate the relative impact of four major attributes (i.e. brand combinations, retail channels, uniqueness and price) on consumer desirability for luxury co-branding combinations. The data were analysed using desirability indices.FindingsBrand combinations, uniqueness and price significantly impact consumer desirability of luxury co-branding combinations. The luxury brand and sportswear combination results in the highest desirability when price is more similar to the sportswear constituent and participants perceive that the collaboration as exclusive.Practical implicationsThe results suggest that luxury brands need to consider the partnering brand's retail format primarily for co-branding strategy. Luxury brand collaborations with sportswear and premium priced streetwear brands are more likely to result in higher desirability among consumers compared to collaborations with fast fashion and mass-market brands. Additionally, uniqueness may not be effective as a point of differentiation in cases where luxury brands cannot guarantee a single yearly collaboration.Originality/valueThe decision to use existing brands for the fictitious combinations developed more sensible scenarios for respondents. In addition, rather than discrete questions, attribute-based combinations provide a more realistic depiction of consumers' decision making on luxury co-branding. Finally, the results provide marketing practitioners with practical directions for future development of fashion luxury co-branding strategy.

Mandated CSR and mode of implementation: the Indian context

2018 ◽  
Vol 14 (4) ◽  
pp. 701-718 ◽  
Author(s):  
Varun Elembilassery ◽  
L. Gurunathan
Keyword(s):  
Qualitative Data ◽  
Anglo Saxon ◽  
Content Type ◽  
Indian Context ◽  
Pertinent Question ◽  
Corporate Social ◽  
Depth Interviews ◽  
Practical Implications ◽  
Structured Questionnaire

PurposeAn exploration of the global corporate social responsibility (CSR) literature unveils the inadequate focus on two aspects. First, CSR in the context of non-Anglo–Saxon countries and second the pertinent question of “How CSR”. The purpose of this study is to theoretically explore the available CSR literature and empirically assess the CSR implementation in India.Design/methodology/approachThis study offers insights into the mode of CSR implementation in India deriving from an analysis of qualitative data, obtained through in-depth interviews using semi-structured questionnaire with functional leaders of nine Indian Firms.FindingsObservations are made on the different mode of implementation and role of professionals in each mode. The various factors determining the objective of each implementation mode are identified and the rationale behind adopting different mode of CSR implementation is explored.Research limitations/implicationsThis study makes five propositions on the rationale and the characteristics of the two predominant CSR implementation modes. Suggestions are also made for further research on corporate (CSR) foundations in India.Practical implicationsBusiness firms can decide on a suitable mode of CSR implementation based on the preeminence they attach to various factors discussed in the study. The need and importance of focusing on CSR competence in teams is highlighted.Originality/valueThis study attempts to fill the gap in literature pertaining to mode of CSR implementation. This study also contributes to the understanding of the Indian context of CSR.

Fragrances' luxury brand extension: consumer behaviour and influences

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jose Figueiredo ◽  
Vasco Eiriz
Keyword(s):  
Brand Management ◽  
Current Knowledge ◽  
Brand Extension ◽  
Decision Criterion ◽  
Luxury Brands ◽  
Content Type ◽  
Luxury Brand ◽  
Buying Behaviour ◽  
The Relationship ◽  
Depth Interviews

PurposeThis article aims to understand the influences surrounding the consumption of fragrances, especially if these products fit as a brand extension of luxury brands. More specifically, it aims at identifying the main reasons behind the process of buying fragrances and the main features associated with the consumption of fragrances.Design/methodology/approachThis research adopts a qualitative approach in the form of 15 in-depth interviews with consumers of fragrances, seeking to assess attitudes and influences in the consumption of fragrances as a brand extension of luxury brands.FindingsThis research shows that the emotional use of fragrances as a luxury product is much more important than their functionality, the relationship between the studied consumers and fragrances depends on the occasion of consumption (season of the year; day or night) and the aroma and the durability of the aroma is the main decision criterion for the purchase of fragrances. Respondents have also mentioned comfort, elegance and sophistication as attributes to choose a fragrance as a luxury product.Originality/valueThis article adds to the current knowledge on the topics of luxury brand management and buying behaviour by providing a better understanding of attitudes and influences towards the use of fragrances. This research recognizes the importance of a brand extension strategy for luxury brands, especially in the case of fragrances.

Exploring consumer support for CSR from the perspective of moral legitimacy

2018 ◽  
Vol 9 (1) ◽  
pp. 41-57 ◽  
Author(s):  
Sham Abdulrazak ◽  
Azlan Amran
Keyword(s):  
Business Strategy ◽  
Design Methodology ◽  
Qualitative Data ◽  
Strategic Alignment ◽  
Moral Legitimacy ◽  
Consumer Market ◽  
Content Type ◽  
Corporate Social ◽  
Depth Interviews ◽  
Practical Implications

Purpose The primary purpose of this paper is to explore and interpret the perceptions of Malaysian consumers regarding the factors that facilitate their market support for corporate social responsibility (CSR) through the lens of moral legitimacy. Design/methodology/approach This paper interprets qualitative data gathered from in-depth interviews with Malaysian consumers. The findings are then mapped to four forms of evaluations for moral legitimacy identified in the literature, towards establishing a conceptual model of consumer support for CSR. Findings Overall, six factors were identified as facilitating consumer market support for CSR. Of these, consumers were found to perceive strategic alignment between a firm’s business and its CSR as the most fundamental. In the absence of which, all other considerations are rendered irrelevant. Upon the requirement for alignment being met, the consumers then place emphasis on the manner by which a CSR activity is executed, for deciding whether to support or otherwise. Practical implications In contrast to previous reports in the literature concerning Malaysian consumers and CSR, the findings suggest that Malaysian consumers now have increased levels of awareness and maturity with regard to CSR, not unlike that of consumers in the West. Therefore, Malaysian firms will have to stop treating their CSR activities as an add-on, as has been reported previously, and they should endeavour to integrate their CSR into their overall business strategy. Originality value This paper offers an important insight about the consumers’ market support for CSR in the context of a developing nation.

Consumer value creation through WhatsApp use

2019 ◽  
Vol 32 (4) ◽  
pp. 455-471
Author(s):  
Jorge Cruz-Cárdenas ◽  
Jorge Guadalupe-Lanas ◽  
Ekaterina Zabelina ◽  
Andrés Palacio-Fierro ◽  
Margarita Velín-Fárez ◽  
...  
Keyword(s):  
Latin American ◽  
Value Creation ◽  
Emotional Support ◽  
Design Methodology ◽  
Instant Messaging ◽  
Role Performance ◽  
Content Type ◽  
Consumer Value ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to understand in-depth how consumers create value in their lives using WhatsApp, the leading mobile instant messaging (MIM) application. Design/methodology/approach The study adopts the perspective of customer-dominant logic (CDL) and uses a qualitative multimethod design involving 3 focus groups and 25 subsequent in-depth interviews. The research setting was Ecuador, a Latin American country. Findings Analysis and interpretation of the participants’ stories made it possible to identify and understand the creation of four types of value: maintaining and strengthening relationships; improving role performance; emotional support; and entertainment and fun. In addition, the present study proposes a conceptual model of consumer value creation as it applies to MIM. Practical implications Understanding the way consumers create value in their lives using MIM is important not only for organizations that offer MIM applications, but also for those companies that develop other applications for mobile phones or for those who wish to use MIM as an electronic word-of-mouth vehicle. Originality/value The current study is one of the first to address the topic of consumer behavior in the use of technologies from the perspective of CDL; this perspective enables an integrated qualitative vision of value creation in which the consumer is the protagonist.

An exploratory study into organizational repatriates’ emotional support network

2017 ◽  
Vol 24 (4) ◽  
pp. 645-668 ◽  
Author(s):  
Lore Van Gorp ◽  
Smaranda Boroş ◽  
Piet Bracke ◽  
Peter A.J. Stevens
Keyword(s):  
Emotional Support ◽  
Personal Experience ◽  
Well Being ◽  
Support Network ◽  
Support Providers ◽  
Research Attention ◽  
Content Type ◽  
Informative Characteristic ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to examine how repatriates’ emotional support network affects their experience of re-entry. Design/methodology/approach This inductive, qualitative study is based on 27 semi-structured, in-depth interviews with Belgian organizational repatriates. Findings The analyses suggest that expatriation empathy is a key attribute of organizational repatriates’ main emotional support providers. In addition, the results show that although partners are a main source of emotional support on re-entry, they are also important potential causes of distress. Lastly, the results suggest that the cultural diversity of a repatriate’s emotional support network is linked with characteristics of the assignment and that it affects the experience of repatriation. Research limitations/implications The results provide empirical evidence that the expatriation empathy of repatriates’ support providers is a more informative characteristic to consider compared with whether they have personal experience of expatriation. In addition, the results suggest that research should also take into account the negative side of social support, and, for example, consider the influence of crossover distress of partners who experience relocation difficulties themselves. Practical implications This study points to the possible benefits of organizing social activities or training for repatriates and their partner and any children, as well as the advantages of encouraging expatriates to invite home-country friends to visit. Originality/value Although most scholars agree on the importance of support for expatriates’ well-being, the sources of relevant emotional support have received little research attention so far, as has how this influences the repatriation experience.

Ethical listening to employees during a pandemic: new approaches, barriers and lessons

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Marlene S. Neill ◽  
Shannon A. Bowen
Keyword(s):  
Mobile Applications ◽  
Feedback Loop ◽  
Ethical Considerations ◽  
Communication Management ◽  
Content Type ◽  
Building Relationships ◽  
Global Pandemic ◽  
Management Professionals ◽  
Depth Interviews ◽  
Practical Implications

PurposeThe purpose of this study was to identify new challenges to organizational listening posed by a global pandemic and how organizations are overcoming those barriers.Design/methodology/approachThe researchers conducted 30 in-depth interviews with US communication management professionals.FindingsCommunication management professionals value listening, but do not always make it the priority that it merits. They listed lack of desire of senior management, time, and trust of employees as barriers to effective organizational listening. The global COVID pandemic has made it more challenging to connect to employees working remotely and to observe nonverbal cues that are essential in communication. Organizations are adapting by using more frequent pulse surveys, video conferencing technology and mobile applications. Most importantly, this pandemic has enhanced moral sensitivity and empathy leading organizations to make decisions based on ethical considerations.Research limitations/implicationsThe researchers examined organizational listening applying employee-organization relationships (EOR) theory and found that trust is essential. Trust can be enhanced through building relationships with employees, ethical listening and closing the feedback loop by communicating how employers are using the feedback received by employees to make a positive change.Practical implicationsCommunication managers need to place a higher priority on listening to employees. Their listening efforts need to be authentic, morally autonomous or open-minded, and empathetic to respect the genuine concerns of employees and how organizational decisions will affect them. Listening is essential to serving as an ethical and effective strategic counselor.Originality/valueThe study examines organizational listening in the context of a global pandemic.

Sign in / Sign up

Export Citation Format

Share Document