Titlebook: Understanding Luxury Fashion; From Emotions to Bra Isabel Cantista,Teresa Sádaba Book 2020 The Editor(s) (if applicable) and The Author(s),

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The Dark Side of Luxury: When Negative Emotions Are Felt by Very Wealthy Consumershey need to “gain face” to increase their prestige in the social group. On the contrary, Brazilians who belong to an individualistic culture, express more guilt and no shame. For them “having a cradle” is a source of pride.

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Sustainable Luxury: The Effect of Corporate Social Responsibility Strategy on Luxury Consumption Motively to luxury companies’ CSR initiatives. Our results show that consumers’ reactions to luxury brands’ CSR initiatives depend on whether consumers mainly buy luxury goods for internal (i.e., for their individual tastes) or external (i.e., related to their willingness to show status) motivations.

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The Dark Side of Luxury: When Negative Emotions Are Felt by Very Wealthy Consumersn interpretative qualitative study with 29 in-depth interviews conducted in China and Brazil, shows how religion and culture impact emotions felt by very affluent consumers. Primary emotions of anger, fear, and sadness are distinguished from secondary emotions such as guilt and shame. Results show t

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Sustainable Luxury: The Effect of Corporate Social Responsibility Strategy on Luxury Consumption MotSR), which is generally associated with sobriety, moderation, and ethics. Nevertheless, increased interest in sustainability has led more and more luxury companies to integrate CSR into their marketing strategies. The present chapter helps to advance knowledge on the compatibility between luxury and