Sabbir, Md. Mahiuddin <br/><br/>
Investigating how luxury brands sustainable initiatives elevate consumer-level brand happiness, brand evangelism, and well-being  

 - Pathum Thani :  Asian Institute of Technology,  2024 
 - 78 leaves :  ill. +  1 online resource 
 - Research studies project report ;  no. SM-24-01 .
 - Asian Institute of Technology.  Research studies project report ;  no. SM-24-01 .
<br/><br/> A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration 
<br/><br/>Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2024 
<br/><br/> Sustainability within the luxury domain has evolved from a theoretical idea to an  operational imperative. Yet, little is known about consumer reactions to luxury brands  sustainable initiatives, especially those that hinge on technology-led sustainability and  corporate social responsibility (CSR) actions. Addressing this gap, this study  investigates how luxury brands sustainable initiatives elevate consumer-level brand  happiness (BH), brand evangelism (BE), and well-being. Two pertinent psychological  factors, namely technology-as-solution belief (TSB) and consumer wisdom (CW), are  considered moderators in this investigation. Based on a sample of 363 respondents, the  current research reveals that technology-led sustainability and CSR actions positively  enhance consumers brand attitudes (BA). BA, in turn, contributes to variations in BH,  ultimately leading to BE and perceived well-being among consumers. However, the  study found no significant moderating effect of TSB, with CW partially moderating the  path between CSR actions and BA. Theoretically, this pioneering study substantiates  the promising role of the latest technologies as firm-level sustainable initiatives and  introduces BH in the sustainable luxury domain. Drawing on this studys findings,  luxury firms should strategically promote employed technologies as integral  components of their sustainable initiatives. Marketers should also craft a subtle,  authentic, and genuine storyline to communicate their CSR initiatives and ensure  brands credibility and appeal to consumers. Despite these contributions, this study has  a few limitations paving the way for future research as presented at the end.  
<br/><br/><label>Subjects--Topical Terms: </label><br/>Luxury goods industry--Management<br/>Brand name products--Management