...Kai Wang; Chuan He; Lei Wang; Haowen Xiao Purpose Luxury brands often encounter a dilemma when engaging in philanthropic donations due to the conflicting nature of luxury and philanthropy, known as the “luxury–philanthropy paradox.” This research aims to investigate how different types...

...Jiarui Li; Jiyun Kang Purpose Luxury brands struggle to communicate their sustainability commitments to consumers due to the perceived incongruence between “luxury” and “sustainability”. This study aims to provide luxury brands with insights on how to engage consumers with different social value...

... in this mechanism. Design/methodology/approach This study conducted a scenario-based online survey by dividing into two groups according to the sustainability of luxury brand products (non-sustainable vs sustainable). Structure equation modeling (SEM) was performed to verify the hypotheses. Findings The SEM...