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Journal Article (Refereed)
August 2013

From Conspicuous to Considered Consumption: A Harm Chain Approach to the Responsibilities of Luxury Fashion Brands

Carrigan, M & Moraes, C & McEachern, M 2013, 'From Conspicuous to Considered Consumption: A Harm Chain Approach to the Responsibilities of Luxury Fashion Brands', Journal of Marketing Management.

Abstract

Throughout the marketing literature, little attention has been paid to the responsibilities of luxury fashion businesses. Harnessing Polonsky et al.'s (2003) harm chain, the extended harm chain (Previte & Fry, 2006) 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 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.

Authors

SEEK Members

External Authors

Caroline Moraes

Marylyn Carrigan

Publication Details

Journal Name
Journal of Marketing Management