Communication strategies for corporate social responsibility of luxury brands : how to create harmony in a paradox

摘要

The research question of this master thesis is how luxury brands can communicate theircorporate social responsibility. The assumption that this thesis relies upon is thatcommunication of CSR in the luxury industry is more challenging compared to otherindustries, because of the conflicting core values of the two. To situate this current study in acontext, the literature review includes a chapter on CSR and on luxury respectively. In orderto answer the research question at hand, I identify the CSR communication strategies of twoluxury brands, namely Tiffany & Co and Louis Vuitton, and try to recognize what the twobrands do in order to bridge the assumed contradictions between CSR and luxury. The mainfindings involve the importance of brand in luxury CSR communication.