Luxury brands' use of CSR and femvertising: the case of jewelry advertising

Purpose - Luxury brands seek to differentiate themselves from competitors by engaging in corporate social responsibility (CSR) practices. Although many luxury brands participate in CSR activities, it is unclear if luxury brands communicate these CSR activities to consumers. Therefore, this study aims to explore two questions: are luxury jewelry brands communicating CSR (including women's empowerment) in their advertising? And how should luxury jewelry brands communicate CSR messages in their advertising? Design/methodology/approach - This paper uses a content analysis of luxury jewelry print advertisements and in-depth interviews with 20 female jewelry consumers analyzed using grounded theory to construct the luxury brand CSR advertising strategies theory. Findings - Very few (3%) of print advertisements contain CSR messages, including femvertising and the theory presents four paths for brands to consider when promoting CSR practices, namely, ethical sourcing, cause-related marketing product, a signal of product care and quality and signal of an authentic relationship with the consumer. Practical implications - The model provides four potential CSR advertising strategies and guidelines luxury jewelry brands can use to create successful advertising campaigns. Originality/value - Luxury jewelry advertising has not been empirically examined and the study fills gaps in the understanding of luxury brands' communication strategies. It adds to the knowledge and theorizing of the use and appropriateness of CSR appeals in a luxury brand context.