The Editors

Luxury industry and Corporate Social Responsibility (CSR) activates are generally considered as incompatible concepts by consumers. This because luxury is generally related to hedonism, excess, and ostentation, while CSR is generally based on sobriety, moderation and ethics. However, nowadays more and more luxury companies seem highly committed toward sustainability. For example, Tiffany started certifying its diamonds as “conflict free”, Chanel incorporated “earthy materials” in its 2016 collection, and Bulgari has recently funded restoration of Rome's Spanish Steps. Therefore, it seems plausible the presence of a certain compatibility degree between luxury and CSR activities. However, this issue has received very limited empirical investigation from marketing literature. As a consequence, the present research aims to empirically test whether and under what conditions consumers react to different kinds of luxury companies’ CSR initiatives. Using the Carroll’s four dimensions model of internal vs. external CSR, we argue and demonstrated that luxury companies’ internal (versus external) CSR initiatives increase willingness to buy luxury products, but mainly for those customers who buy luxury for internal motivations and not for status ostentation, as for example individual style and personal taste

Royal Enfield – A Revving Revival

This case outlines the history of the motorcycle manufacturer Royal Enfield and details of its turnaround strategy. It highlights the potential of transforming a legendary Indian brand into a happening global brand.Case study - This case outlines the history of the motorcycle manufacturer Royal Enfield and details of its turnaround strategy. It highlights the potential of transforming a legendary Indian brand into a happening global brand

Sotheby's - Bidding on a Digital Future

Case study - Reference no. 518-0126-1This case outlines Sotheby's approach to selling art online. The traditional auction house is developing its online platform through a number of initiatives as the global market for online art continues to grow

Starbuck’s – A Storm in a Coffee Cup

Starbucks, which is rated as one of the world's most trusted and respected brands, suffered a huge setback when two 23-year-old African-American entrepreneurs were arrested in a Philadelphia Starbucks on suspicion of trespassing. The case documents the unraveling of events and turmoil which engulfed the company.Starbucks, which is rated as one of the world's most trusted and respected brands, suffered a huge setback when two 23-year-old African-American entrepreneurs were arrested in a Philadelphia Starbucks on suspicion of trespassing. The case documents the unraveling of events and turmoil which engulfed the company

Brand hate: the case of Starbucks in France

International audienceThe purpose of this paper is to use the concept of brand hate as part of an exploratory study in order to investigate the antecedents and consequences of extreme negative affect within the food category

Posting photos of luxury cuisine online: an exploratory study

International audienceThe purpose of this paper is to identify the motives for posting or sharing food photos using social media, focussed within the context of fine dining (FD) restaurants

Authenticity and prestige : what luxury brands could learn from the wine industry?

International audienceAs some centuries-old wineries are amongst the oldest brands in the world, they may keep some important marketing insights. The paper suggests that wineries are setting the benchmark regarding two essential characteristics that all luxury brands must fulfil to at least some extent: authenticity and prestige. While the luxury wine segment provides guidance on developing authenticity - the winemaker's benchmark, the champagne segment provides guidance on creating prestige - the champagne benchmark. Based on literature analysis, the conceptual part of the paper discusses the meaning of authenticity and prestige. A case study on Château d'Yquem shows how winemakers have set a benchmark in creating authenticity, and a case study on Veuve Clicquot shows how champagne brands provide a benchmark in creating prestige. The lessons learned from the luxury wine industry may also be useful in many other industries. As an illustration, we apply the authenticity and prestige-building techniques to the fashion segment.<br/

Luxury wine marketing

peer reviewe

Luxury craftsmanship – the emergent luxury beer market

International audienc