Luxury-charity partnerships can help promote retail sales this holiday season

Luxury items and the high prices they command may make consumers think twice this holiday season about whether the cost is justified. But if that luxury item is linked to "doing good," does that make it an easier purchase decision? Yes, according to new research forthcoming in the Journal of Retailing, which finds consumers are more likely to buy luxury brands when these brands highlight partnerships with charity organizations at the point of sale.

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