How a Luxury Brand Can Enhance its Product Attractiveness in Retail Environment?

Purpose – The purpose of this research is to investigate the influence of social status perception and interest in social issues on the authenticity perceived by consumers of the corporate social responsibility (CSR) activities of premium brands. Research design, data, and methodology – Behavioral experiments were performed to observe the impact of consumers’ social status perception and interest in social issues on their perceived authenticity of CSR motivation related to premium brands and consumer behavior. Results – We found that the possibility of social mobility and the degree of individuals’ interest in the environment and CSR enable them to reconsider the authenticity of CSR motivation, thereby having positive effects on purchase intention, willingness to recommend the product, and brand value. This research also showed that proactive customers who seek to move up the social ladder have a stronger interest in social issues such as the environment or CSR. Conclusions – Our research suggests that when conducting a consumer segmentation analysis for the launch of CSR products (products released for CSR), a positive mind-set toward social mobility serves as an effective criterion. KCI Citation Count: 2