Carlos Torelli, University of Illinois at Urbana-Champaign (IMAGE)
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Although luxury brands and social responsibility seem fundamentally inconsistent with each other, the two entities can coexist in the mind of the consumer, provided the brand can find someone -- typically, a celebrity -- who successfully embodies the two conflicting value sets, says new research co-written by Carlos Torelli, a professor of business administration and James F. Towey Faculty Fellow at Illinois.
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Photo by Gies College of Business
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