Doing Well by Doing Good? Evidence From Luxury Brands’ Social Responsibility Disclosure and Their Financial Performance

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Noting the sparse literature on the corporate social responsibility (CSR) commitments of luxury brands, we focus on the constituents of the S&P Global Luxury Index and their non-luxury peers to examine the impact of CSR disclosure on firms’ financial performance. We find that both luxury and non-luxury firms’ accounting performance improves when their CSR disclosure is moderate but worsens if such CSR disclosure is in the extreme. On the other hand, the effect of CSR disclosure on firms’ market performance is either insignificant or negative. These patterns are more pronounced for non-luxury firms than for luxury firms. By highlighting the different impacts of CSR disclosure (reporting or not reporting) and the disclosure level (how much to report) on luxury brands’ performance, this study enriches the understanding on how luxury firms’ fundamental attributes impact their corporate decisions for CSR commitments and disclosure. The results shed new light on the interplay of CSR disclosure, responsible investing, and luxury brand management.