KOREASCHOLAR

We propose to extend the research in responsible luxury by identifying situations where Corporate Social Responsibility(CSR) could actually promote luxury brands evaluation. By using social consensus as one of the determining factor, we argue that when CSR with higher social consensus is communicated through right channel, this information can have positive influence on brand evaluation. This research could contribute to literature on consumer responses to CSR, and to responsible luxury in particular and demonstrate how social consensus and CSR information of luxury brands affects consumers’ evaluations of luxury brands. Our research highlights that responsible luxury brands should carefully evaluate how their CSR communication strategy affects brand evaluations.

• Anesh Sthapit(Chosun University, Republic of Korea)
• Gin Young Jo(Chosun University, Republic of Korea)
• Yoon Yong Hwang(Chosun University, Republic of Korea)