blog navigation

blog posts

  • Study: 'Value instantiation' key to luxury brands' embrace of corporate social responsibility

    Photo of Carlos Torelli, a professor of business administration and James F. Towey Faculty Fellow at Illinois

    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 co-written by Carlos Torelli, a professor of business administration and James F. Towey Faculty Fellow at Illinois.

    Photo by Gies College of Business

    Images

blog posts

  • Editor’s notes: To contact Carlos Torelli, call 217-300-4158; email ctorelli@illinois.edu.

    The paper “Value instantiation: How to overcome the value conflict in promoting luxury brands with CSR initiatives” is available online.

    DOI:
    https://doi.org/10.1007/s11002-019-09498-4