Understanding Jewelry Consumers’ Response to CSR Advertising Messages

The research project will look at the appeals, elements, and themes present in luxury goods advertising and determine how luxury brands can integrate pro-social and empowerment messages into its advertising targeted toward women. This will be examined in the context of jewelry advertising as the partner organization for this project, Hillberg & Berk, is a Canadian jewelry company with the goal to create a purpose-driven international brand to empower women through design.

Faculty Supervisor:

Barbara Phillips

Student:

Stephanie Pankiw

Partner:

Hillberg & Berk Accessories

Discipline:

Business

Sector:

Finance, insurance and business

University:

University of Saskatchewan

Program:

Accelerate

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