Cognitive Dissonance in Luxury Brand CSR

Read the full post at Triple Pundit.

A forthcoming Journal of Consumer Research study claims that when brands exhibit inconsistencies, consumers find it hard to swallow proclamations of social responsibility. According to coauthor Carlos Torelli, “Marketers use messages of  CSR under the expectation that consumers reward brands with a favorable CSR image.” A McKinsey global survey stated that 76 % of executives said CSR efforts add to long-term shareholder value.

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.