1. 5th International Consumer Brand Relationships Conference … May 2017
The relationship between luxury socially responsible brands and luxury consumers
Cláudia Braga da Cunha
Paulo Duarte
Susana Costa e Silva
Moritz von Schwedler
5th International Consumer Brand Relationships Conference … May 2017

2. Introduction and Contextualization
Over the last two decades there has been a growing interest in topics related to luxury marketing and branding (Okonkwo, 2009).
Macro-environmental events and the fashion strategy led to the merge of luxury, sustainability and social responsibility (Hennigs et al., 2013).
Traditional luxury brands and their additional lines are casting some doubts among consumers, watch groups, and not-for-profit organizations (Cervellon & Shammas, 2013). 2

3. Theoretical Background
Luxury brands and their luxurious consumers
Luxury consumers buy luxury products to stand among their peers or to dissociate from the less affluent (Kapferer, 2010).
The democratization of luxury transformed the meaning of luxury brands (Roper et al., 2013).
Luxury socially responsible brands
Sustainable luxury was once a paradox that became a business strategy (Cervellon & Shammas, 2013).
Luxury socially responsible consumers
Research findings concerning consumers’ attitudes towards luxury socially responsible consumption are apparently contradictory (e.g. Janssen et al., 2014, Kapferer & Michaut-Denizeau, 2014, Kapferer & Michaut, 2015). 3

4. Conceptual Model Extensively Rare luxury brands One-of-a-kind
Timelessness
Motivation
Democratic
luxury brands
Limited Edition
luxury brands
Ephemeral
Mainstream
Exclusive
Symbolic Identity 4

5. Insights from the review
Democratic luxury brands are mainstream trademarks that overuse their signals to be perceived by a wide range of consumers. Their products are fashion-oriented.
Limited Edition luxury brands ground their symbolic identity in subtle signals that are mostly perceived by connoisseurs. They create limited editions of their iconic products that are manufactured abroad.
Extensively Rare luxury brands define their symbolic identity in a broader scope, but tend to be perceived as unique. Their products are timeless and durable.
One-of-a-kind luxury brands maintain the idea of an exclusive symbolic identity. Their products are embedded in subtle cues and are manufactured by highly skilled local craftsmen. 5

6. Insights from the review
Democratic luxury brands are purchased by less affluent consumers that seek for quality, design, and brand reputation.
Limited Edition luxury brands are bought by subtle consumers that are driven by socially responsible issues.
Luxury consumers who purchase Extensively Rare luxury brands are guided by a socially responsible consumption behavior and the crave for green luxury.
One-of-a-kind luxury brands are preferred by discrete socially responsible consumers. 6

7. Conclusions and Implications
The meaning of luxury brands was transformed by cultural and economic shifts, as well as the massification of luxury products.
The paradigm shift is leading academics and practitioners to better comprehend the compelling forces that drive luxury brands to reach a socially responsible stance.
There seems to be a relationship between luxury brands’ symbolic identity and their aim to engage in CSR.
Luxury brands can be classified as Democratic, Limited Edition, Extensively Rare, and One-of-a- kind luxury brands. 7