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Communication Dans Un Congrès Année : 2023

A Study Around the Effect of Influencer Endorsement on Sustainable Luxury Brand Charisma

Résumé

Lately, we observe that luxury brands develop collaborations with influencers who tend to generate stronger impressions of connection and identification with customers, compared to a celebrity (Shi et al., 2021). If the positive effect of celebrity endorsement on ethical luxury have been demonstrated though the literature (Muniz & Guzmán, 2021), the effects of influencer endorsement on ethical luxury remain unknown, to our knowledge. Similarly, luxury brands that engage in sustainable activities can be perceived as more charismatic (Semaan et al., 2019). Through their natural or built charisma (Cocker & Cronin, 2017), both celebrities and influencers can increase brand charisma through endorsement. This research hence tries to understand the effects of influencers on the perceptions of ethical luxury and brand charisma.
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Dates et versions

hal-04207997 , version 1 (14-09-2023)

Identifiants

  • HAL Id : hal-04207997 , version 1

Citer

Oxana Lahbib, Camilo R. Contreras, Aurélie Kessous, Pierre Valette-Florence. A Study Around the Effect of Influencer Endorsement on Sustainable Luxury Brand Charisma. 2023 Academy of Marketing Science (AMS) Conference – Annual, Academy of Marketing Science, May 2023, New Orleans (LA), United States. ⟨hal-04207997⟩
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