Managing coronavirus CSR programmes to provoke emotional responses and purchase intention in the post-COVID-19 period in China: the case of luxury fashion brands

Abstract

ABSTRACT This study follows a triangulation process to explore the differential features of COVID-19 CSR activities and their impact on consumers’ emotional responses and purchase intention in the luxury context in China. The findings confirm such relationships, which can be moderated by the buyer status of the consumer. It is also revealed that under economic recession, pragmatism appears to be a stronger predictor of Chinese consumers’ buying behaviour around luxury brands, but the impact is smaller than the influence of the brand’s COVID-19 CSR activities.