Although luxury brands and social responsibility seem fundamentally inconsistent with each other, the two entities can coexist in the mind of the consumer, provided the brand can find someone — typically, a celebrity — who successfully embodies the two conflicting value sets, says new research.
‘Value instantiation’ key to luxury brands’ and social responsibility
Although luxury brands and social responsibility seem fundamentally inconsistent with each other, the two entities can coexist in the mind of the consumer, provided the brand can find someone — typically, a celebrity — who successfully embodies the two conflicting value sets, says new research.