Managing coronavirus CSR programmes to provoke emotional responses and purchase intention in the post-COVID-19 period in China: the case of luxury fashion brands

ABSTRACT

This study follows a triangulation process to explore the differential features of COVID-19 CSR activities and their impact on consumers’ emotional responses and purchase intention in the luxury context in China. The findings confirm such relationships, which can be moderated by the buyer status of the consumer. It is also revealed that under economic recession, pragmatism appears to be a stronger predictor of Chinese consumers’ buying behaviour around luxury brands, but the impact is smaller than the influence of the brand’s COVID-19 CSR activities.

KEYWORDS:

• COVID-19 CSR activities
• emotional responses
• luxury brands
• purchase intention
• China

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Sherriff T. K. Luk

Sherriff T. K. Luk is Professor of Marketing, Director of the Eurasia Centre for Brand Management and Academic Director of DBA (Asia) programme at Emlyon Business School. He completed his doctoral study at the University of New South Wales, Australia and his major research interests cover brand strategy, brand experience, value co-creation behaviour, and cultural influences on consumer behaviour.

Yuerong Zhou

Yuerong Zhou is Associate Professor of Marketing, researcher for Eurasia Centre for Brand Management and Director of Business English programme at School of Foreign Languages and Business in Shenzhen Polytechnic University. She completed her doctoral study at Emlyon Business School, France and her major research interests cover brand identity, brand experience and brand strategy.