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.

Corporate philanthropic activities, such as charitable donations, have become one of the main business practices worldwide. However, academicians have paid relatively scant attention to verifying the effectiveness of corporate philanthropy (CP) in terms of a firm’s performance. Therefore, this study aims to reveal the influence of CP on consumer loyalty that leads to a firm’s ultimate financial success. In addition, this study aims to investigate mechanisms through which CP influences consumer loyalty, as yet largely unexplored field. Results reveal that CP has an impact on consumer loyalty that is sequentially mediated by gratitude, trust, and finally commitment. This research contributes to expanding the scope of CP research verifying the effectiveness of CP on consumer loyalty.