Value instantiation: how to overcome the value conflict in promoting luxury brands with CSR initiatives
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Value instantiation: how to overcome the value conflict in promoting luxury brands with CSR initiatives Ji Kyung Park 1 & Carlos J. Torelli 2 Deborah Roedder John 4
& Alokparna
(Sonia) Basu Monga 3 &
# Springer Science+Business Media, LLC, part of Springer Nature 2019
Abstract When luxury brands (exuding self-enhancement values) incorporate CSR (eliciting self-transcendence values) in their brand platform, they are blending opposing values into their marketing strategies, often resulting in negative responses from consumers. This research provides a solution to this problem— “value instantiation,” which encourages people to generate reasons for a value and to pursue it via a concrete example. We introduce the following two approaches for instantiating self-transcendence values in the context of selfenhancement value pursuit: (1) exposing consumers to philanthropic activities of self-enhancement-driven celebrities (study 1) and (2) encouraging consumers to visualize themselves engaging in philanthropic activities while pursuing selfenhancement values (study 2). We show that such value instantiation, which promotes the integration of the values, reduces unfavorable responses to a luxury brand’s product promoted with CSR appeals, particularly among the core consumers of luxury brands, who are self-enhancement driven, and thus would respond to the CSR appeals most negatively. Keywords Luxury brands . CSR . Value incompatibility . Value instantiation
* Carlos J. Torelli [email protected] Ji Kyung Park [email protected] Alokparna (Sonia) Basu Monga [email protected] Deborah Roedder John [email protected] Extended author information available on the last page of the article
Marketing Letters
One of the most notable trends in marketing over the past decade has been a move toward value-based marketing, which focuses on consumers’ high-level values of making their communities and society a better place to live (Kotler et al. 2010). Toward this end, luxury brands are increasingly embracing corporate social responsibility (CSR) activities. Notably, information in the websites of the top 50 global luxury brands (reported by Deloitte in 2018) reveals that 85% of the top global luxury brands are involved in socially responsible activities, such as philanthropy, environmental sustainability, and ethical business practices. For example, Giorgio Armani’s Acqua for Life campaign has helped UNICEF provide clean drinking water to children in water-scarce regions since 2010 by donating $5 for every Acqua di Giò or Acqua di Gioia fragrance purchased in the United States during the month of March. Salvatore Ferragamo has addressed issues of sustainability by launching its limited edition, Rainbow Future shoe, which is crafted with organic crocheted cotton, natural color dyes, and leather lining finished with no carbon dioxide emissions. Tiffany & Co has committed to responsible sourcing of its diamonds without human rights abuses and has been proactive in improving human rights in the supply chain through its Social Accoun
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