Luxurious and responsible? Consumer perceptions of corporate social responsibility efforts by luxury versus mass-market brands

Further replicating the findings from Study 1, compared with no CSR, respondents evaluated UNIQLO as significantly more positive in the peripheral- (ATT product : t (454) = 2.18, p < 0.05) and embedded-CSR conditions (ATT product : t (454) = 3.33, p < 0.01), but only in terms of their product evaluations (ATT brand peripheral: t (454) = 1.88, marginal significance with p = 0.06); ATT brand embedded: t (454) = 1.61, p = 0.11).

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