Attitude to Luxury Brands in the Case of Their Use of Social Topics in Advertising

Nowadays, many brands strive to demonstrate their social responsibility in order to secure a competitive advantage. Luxury brands are no exception. However, luxury brands do not always become stronger when they demonstrate their social responsibility. There is reason to believe that the audience of luxury brands will perceive their prosocial position differently as individuals with liberal values buy luxury brand products to change their current status while individuals with conservative values purchase luxury brand products to consolidate the status quo. The research problem is that it is not known whether people with liberal and conservative values differ from each other in the perception of luxury brands in the case of their use of social topics in advertising. The purpose of the study is to determine how luxury brands who use social topics in advertising is perceived by individuals with liberal and conservative values. During the research, an online survey was conducted to identify Russian consumers’ perception of luxury brands in the case of their use of social topics in advertising.