The effects of power on consumers' evaluation of a luxury brand's corporate social responsibility

This paper examines how power affects consumers' responses to corporate social responsibility (CSR) initiatives of luxury brands. The results of three studies show that high-power individuals evaluated a luxury brand's CSR campaign more positively than low-power individuals. High-power individuals viewed CSR activities as being more fluent than low-power individuals. This study further demonstrates that power influences consumers' responses to nonluxury brand's CSR activities. Low-power individuals, who are more receptive to warmth, evaluated nonluxury brand's CSR more favorably rather than high-power individuals.