| In recent years,topics such as Corporate Social Responsibility(CSR)and sustainable development is becoming increasingly attractive to brands and consumers,and luxury brands is paying more attention on mass marketization.While brands face many doubts about hypocrisy and tax incentives when conducting traditional CSR,and past research on CSR-luxury paradox has also confirmed that it is difficult for consumers to positively evaluate luxury brands due to their CSR.Therefore,this research aims to explore a new path of CSR for luxury brands that takes into account both social development and their own brand strategy,and creatively introduce the Shared Social Responsibility(SSR)into the research of brand attitudes.Based on the literature review,this paper proposes the main effect hypothesis of SSR on the luxury brand attitude,the mediating effect hypothesis of cognitive fluency and consumer involvement,and the moderating effect hypothesis of power distance belief.In the experiments,this paper uses the questionnaire method to carry out the pre-test,study 1,and study 2,then uses SPSS to verify the above assumptions.The results show that compared to traditional CSR,SSR has a more positive impact on the luxury brand attitude,both cognitive fluency and consumer involvement mediate this impact.Moreover,if power distance belief increases,the positive impact of SSR on the luxury brand attitude compared to traditional CSR will increase. |
