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Background. One of the areas of business activity that has become not only a matter of voluntary choice in recent times, but more and more often a necessity is CSR. This area is very little recognised and explored in the context of luxury goods. It is obvious that the prosperity of this market gives its participants great opportunities for actions in the area of CSR. However, it is important to consider and examine whether this behaviour is desirable from the perspective of both consumers and other stakeholders of the brand. Research aims. The purpose of this paper is (1) to identify the areas in which socially responsible actions can have a positive impact on the perception of brand value, as well as those that do not apply, and indeed are contrary to these values, and (2) to assess whether and to what extent CSR activities are desirable in the luxury market, both from the consumers and other stakeholders’ perspective. Methodology. For the full explanation and understanding of this issue, the identification of luxury brand values has been conducted. On this basis, the author of the paper has identified the areas in which the socially responsible actions can have a positive impact on the perception of brand value, as well as those that do not apply, and are contrary to these values. The paper reviews the literature, analyses the scope of research conducted in this area and presents examples of socially responsible luxury brands. Key findings. The results of the analysis conducted in the paper, indicate that although there are more important values of luxury brand than its social responsibility, there are areas of CSR that are compatible with values of luxury brand and there are stakeholder groups that demand socially responsible behaviour from luxury brands. CSR is considered as both the opportunity and the responsibility of luxury sector. Some trends in ethical/social responsible consumption that already exist in the mass market can and should be transposed into the luxury dimension. * Faculty of Management, University of Gdańsk, Armii Krajowej 101, 81-824 Sopot, Poland. E-mail: wioleta.dryl@ug.edu.pl

Can a Luxury Brand be Socially Responsible? Luxury Business and Corporate Social Responsibility – Areas of Coexistence