Luxury Brands' Interconnections with Cultural Institutions as a Part of Corporate Social Responsibility

Today luxury brands are actively implementing CSR strategies. These strategies embrace various directions. Previous research on CSR in luxury has produced a number of theoretical explanation and practical observations of these phenomenon. Nevertheless, this literature mostly addresses such issues sustainability, environment, social justice, supply chains, while the current research focuses on luxury brands contribution to society through supporting cultural institutions. The aim of current research is to define the impact of luxury brands CSR ethical practices contributing to cultural institutions on brand perception. For this purpose, a mixed-type experiment was conducted. Data was collected with the stimulation based on Cartier brand activities. 100 respondents of Generation Z who live in ST. Petersburg, Russia have participated in the experiment. The research has proved positive effect of interconnections with cultural intuitions on how a luxury brand is perceived. The findings cover the existing gap on CSR in luxury within the literature, as well as can be potentially used by managers on practice to develop effective strategies expedient to the new demands of customers on within highly competitive luxury segment.