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Open AccessArticle

Does Fashionization Impede Luxury Brands’ CSR Image?

CNRS, DRM [M-LAB], Université PSL, Université Paris-Dauphine, 75016 Paris, France
ISC Paris, 75017 Paris, France
THEMA, Université de Cergy-Pontoise, 95000 Cergy, France
Author to whom correspondence should be addressed.
Sustainability 2020, 12(1), 428;
Received: 3 December 2019 / Revised: 31 December 2019 / Accepted: 3 January 2020 / Published: 6 January 2020
To sustain their growth worldwide, luxury brands are increasingly adopting the codes of fast fashion. They continually introduce new designs that move quickly from the catwalk to stores to stay on-trend, resulting in short and constantly renewed collections. But does this fashionization impede luxury brands’ Corporate Social Responsibility (CSR) image? This article investigates this question building on the ephemerality–scarcity dual-route model. Findings from a first experiment involving a fictitious luxury brand show that fashionization increases both perceptions of ephemerality (negative route) and scarcity (positive route), with opposing resulting effects on the brand’s CSR image. Extending these results to a real-life luxury setting, findings from a second experiment show that the influence of fashionization on the brand’s CSR image is only mediated by the positive scarcity route. This study provides a number of noteworthy theoretical insights and relevant managerial implications for luxury managers involved in CSR communication. View Full-Text
Keywords: fashionization; luxury brand; corporate social responsibility; scarcity; ephemerality fashionization; luxury brand; corporate social responsibility; scarcity; ephemerality
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MDPI and ACS Style

Parguel, B.; Delécolle, T.; Mimouni Chaabane, A. Does Fashionization Impede Luxury Brands’ CSR Image? Sustainability 2020, 12, 428.

AMA Style

Parguel B, Delécolle T, Mimouni Chaabane A. Does Fashionization Impede Luxury Brands’ CSR Image? Sustainability. 2020; 12(1):428.

Chicago/Turabian Style

Parguel, Béatrice; Delécolle, Thierry; Mimouni Chaabane, Aïda. 2020. "Does Fashionization Impede Luxury Brands’ CSR Image?" Sustainability 12, no. 1: 428.

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