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dc.contributor.authorSengabira, Charmant Ndereyimana
dc.contributor.authorSeptianto, Felix
dc.contributor.authorNorthey, Gavin
dc.date.accessioned2020-07-15T04:24:03Z
dc.date.available2020-07-15T04:24:03Z
dc.date.issued2020
dc.identifier.issn1355-5855
dc.identifier.doi10.1108/APJML-06-2019-0366
dc.identifier.urihttp://hdl.handle.net/10072/395424
dc.description.abstractPurpose: While luxury brands have increasingly pursued CSR activities such as corporate donations, this strategy may not be effective because there is an inherent mismatch between the concepts of “luxury” and CSR. The present research examines the effects of different types of donation strategies (frequency-focused vs. amount-focused). Design/methodology/approach: Two experimental studies were conducted. Study 1 provides initial evidence to our prediction that a frequency-focused strategy is beneficial for luxury (vs. non-luxury) brands to leverage their positive brand evaluations. Study 2 further replicates this using a different brand and establishes the underlying mechanism. Findings: Findings show that a frequency-focused strategy is beneficial for luxury (vs. non-luxury) brands to leverage their positive brand evaluations. This is because a frequency-focused strategy makes consumers perceive the luxury brand's commitment to help, which in turn reduces consumers’ skepticism toward their CSR activities. Originality/value: The study illustrates a novel mechanism that shows when and how different corporate donations influence luxury brand evaluations.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherEmerald Publishing Limited
dc.relation.ispartofpagefrom681
dc.relation.ispartofpageto694
dc.relation.ispartofissue3
dc.relation.ispartofjournalAsia Pacific Journal of Marketing and Logistics
dc.relation.ispartofvolume32
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchTourism
dc.subject.fieldofresearchTransportation, logistics and supply chains
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode3508
dc.subject.fieldofresearchcode3509
dc.subject.keywordsSocial Sciences
dc.subject.keywordsBusiness & Economics
dc.subject.keywordsLuxury
dc.subject.keywordsCorporate donation
dc.titleCommitted to help: the effects of frequency of corporate donations on luxury brand evaluations
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationSengabira, CN; Septianto, F; Northey, G, Committed to help: the effects of frequency of corporate donations on luxury brand evaluations, Asia Pacific Journal of Marketing and Logistics, 2020, 32 (3), pp. 681-694
dc.date.updated2020-07-15T04:22:42Z
gro.hasfulltextNo Full Text
gro.griffith.authorNorthey, Gavin


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