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From conspicuous to considered consumption: A harm chain approach to the responsibilities of luxury fashion brands

Carrigan, M, Moraes, C and McEachern, MG 2013, 'From conspicuous to considered consumption: A harm chain approach to the responsibilities of luxury fashion brands' , Journal of Marketing Management , pp. 1-47. (In Press)

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Abstract

Throughout the marketing literature, little attention has been paid to the responsibilities of luxury-fashion businesses. Harnessing Polonsky, Carlson, and Fry's harm chain, the extended harm chain, and the theoretical lens of institutional theory, this conceptual paper explores a systematic way to examine the potential for value co-creation, the harmful outcomes linked to luxury-fashion marketing activities, and how those harms might be addressed. Our analysis identifies a number of harms occurring throughout the luxury-fashion supply chain. The paper concludes by urging luxury-fashion businesses to sustain their success through ‘deep’ corporate social responsibility (CSR), adding voice to the developing conversation that seeks to change the scope of the critique of marketing practice beyond the economic and competitive advantages that CSR delivers.

Item Type: Article
Schools: Schools > Salford Business School
Schools > Salford Business School > Salford Business School Research Centre
Journal or Publication Title: Journal of Marketing Management
Publisher: Taylor & Francis
Refereed: Yes
ISSN: 1472-1376
Related URLs:
Funders: Non funded research
Depositing User: Dr Morven G. McEachern
Date Deposited: 19 Aug 2013 15:43
Last Modified: 20 Oct 2016 10:01
URI: http://usir.salford.ac.uk/id/eprint/29423

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