19 Aug '11, 9am
Cognitive Dissonance in Luxury Brand CSR
Torelli, who is a marketing professor at the University of Minnesota, worked with University of South Carolina’s Alokparna Basu Monga, and University of Georgia’s Andrew Kaikati for the study. They conducted four experiments and they tested the concepts or characteristics brands evoke against messages of CSR . They then measured their effects on participants’ brand evaluations and ability to process information. The study revealed that CSR messages from brands associated with excitement and openness like Apple or tradition and conservation like Aunt Jemima were readily understood. On the other hand, when brands that suggest luxury, power or status for example, Rolex, talk about their CSR efforts, it wasn’t well-received.