This research aims to look at the contradictory effects of corporate social responsibility as conducted by luxury brands. On the one hand, corporate social responsibility (CSR) is known to product positive effects on brands such as the transfer of goodwill and image but on the other hand because of the purported impact of disfluency, previous research has argued that the emphasis on self enhancement runs counter to the more social agenda of CSR. In this study we examine of power and how that can mediate when positive and negative impact of CSR when such campaigns are implemented by luxury brands.