Binomial Identity of Luxury Brands: The Role of Consumer Situational Scepticism
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Fulltext not available
Embargo Lift Date
2024-07-28
Authors
Teah, Jun-Huan (Kevin)
Date
2022Supervisor
Ian Phau
Billy Sung
Type
Thesis
Award
PhD
Metadata
Show full item recordFaculty
Business and Law
School
School of Management and Marketing
Collection
Abstract
The purpose of this study is to examine how perceived corporate social responsibility (CSR) motives may influence consumer situational scepticism towards luxury brands and its effects on brand resonance, resilience to negative information and consumer advocacy of luxury brands. The moderating role of perceived fit, commitment, and principle-based entities towards luxury brand CSR initiatives is also investigated.
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