TY - JOUR
T1 - Value instantiation
T2 - how to overcome the value conflict in promoting luxury brands with CSR initiatives
AU - Park, Ji Kyung
AU - Torelli, Carlos J.
AU - Monga, Alokparna (Sonia) Basu
AU - John, Deborah Roedder
N1 - Publisher Copyright:
© 2019, Springer Science+Business Media, LLC, part of Springer Nature.
Copyright:
Copyright 2019 Elsevier B.V., All rights reserved.
PY - 2019/12/1
Y1 - 2019/12/1
N2 - 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 self-enhancement 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 self-enhancement 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.
AB - 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 self-enhancement 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 self-enhancement 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.
KW - CSR
KW - Luxury brands
KW - Value incompatibility
KW - Value instantiation
UR - http://www.scopus.com/inward/record.url?scp=85076223616&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85076223616&partnerID=8YFLogxK
U2 - 10.1007/s11002-019-09498-4
DO - 10.1007/s11002-019-09498-4
M3 - Article
AN - SCOPUS:85076223616
SN - 0923-0645
VL - 30
SP - 307
EP - 319
JO - Marketing Letters
JF - Marketing Letters
IS - 3-4
ER -