Conclusions, theoretical and managerial implications
| Conclusions | Theoretical and managerial implications |
|---|---|
| Environmental misconduct created by luxury brands generates misinformation and negative emotional sentiments such as hypocrisy and distancing | • Consumer–brand relationship is judged based on how the luxury brand framed its sustainability claims • In hypocritical situations, consumers are likely to disengage and distance themselves from the luxury brand as a negative behavioural response • To avoid offending customers by inadvertently appearing to greenwash, luxury brands must be ready to embrace the market opportunity that sustainability provides • Transparency matters in luxury brands’ philanthropic efforts |
| The combination of brand trust and desire for exclusivity is key for negating consumer-brand tension caused by hypocrisy | • Two factors, namely, consumer trust and exclusivity together are a remedy for brand hypocrisy and distance • Implementing this positioning strategy can increase the dissemination of reliable communication and help luxury brands weather a communication crisis |
| Conclusions | Theoretical and managerial implications |
|---|---|
| Environmental misconduct created by luxury brands generates misinformation and negative emotional sentiments such as hypocrisy and distancing | • Consumer–brand relationship is judged based on how the luxury brand framed its sustainability claims |
| The combination of brand trust and desire for exclusivity is key for negating consumer-brand tension caused by hypocrisy | • Two factors, namely, consumer trust and exclusivity together are a remedy for brand hypocrisy and distance |
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