Exploring the Impact of Corporate Philanthropy on Brand Authenticity in the Luxury Industry: Scale Development and Empirical Studies

The objective of this study was to investigate the concept perceived corporate philanthropy (PCP) among consumers luxury goods and examine differences these perceive in terms philanthropic actions, particularly within sector. To address question, we adopted following approach: (1) Defining PCP through an extensive analysis 2590 articles using GEPHI methodology. (2) Developing a measurement scale for construct. (3) Exploring impact on brand authenticity by comparing hotels standard hotels. results our multigroup indicated significant difference consumers. Corporate strategies had notably stronger influence perception hotel This finding underscores substantial divergence marketing literature. These seek brands that align with their desire associate themselves robust authentic carry symbolic significance, which allows them identify connect brands. By consuming brands, they are able attain desired status. sheds light variable contemporary marketing, namely, PCP, provides new avenues differentiation leverage industry. As result, valuable managerial recommendations companies NGOs, aiming assist tailoring effectively resonate target audiences bolster reputation.