The Heart of the Marketing: A Literature Review on Trending Marketing Strategies towards Sustainable Marketing; Premium Price strategy, Customer Ethnocentrism and Visual Merchandising

2021 ◽  
Author(s):  
Thamali Karunarathne
Keyword(s):  
Literature Review ◽  
Marketing Strategies ◽  
Price Strategy ◽  
Premium Price ◽  
Sustainable Marketing ◽  
Visual Merchandising

Is Luxury Compatible With Corporate Social Responsibility (CSR)?

2021 ◽  
pp. 179-196
Author(s):  
Wided Batat ◽  
Inas Khochman
Keyword(s):  
Corporate Social Responsibility ◽  
Literature Review ◽  
Social Responsibility ◽  
Marketing Strategies ◽  
Luxury Brands ◽  
Csr Strategies ◽  
Sustainable Marketing ◽  
Luxury Marketing ◽  
Research Stream ◽  
Corporate Social

Luxury as a field of research has attracted many scholars who examined the potential connections and (in)compatibilities between luxury and corporate social responsibility (CSR). While some studies emphasize the incompatibility between luxury and sustainability, others highlight the important efforts of luxury brands in terms of luxury offerings and sustainable marketing strategies to fit eco-friendly consumers. To foster this research stream, this chapter develops a deeper understanding of the rise and evolvement of CSR in the luxury sector and the major marketing strategies implemented by luxury brands to fit with the needs of today's responsible consumers. The authors will first present a chronological literature review through three key periods, including the underground and advancement stages to the consolidation of sustainable luxury marketing as an established research stream. Then, a framework identifying different luxury CSR strategies will be proposed. Finally, opportunities and futures challenges will be discussed at the end of this chapter.

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