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Title: Unintended Brand Endorsers’ Impact on Luxury Brand Image
Authors: Radon, Anita
Department: University of Borås. Swedish School of Textiles
Issue Date: 2012
Journal Title: International Journal of Marketing Studies
ISSN: 1918-719X
Volume: 4
Issue: 1
Pages: 108-115
Publisher: Canadian Center of Science and Education
Media type: text
Publication type: article, peer reviewed scientific
Subject Category: Subject categories::Social Sciences
Subject categories::Social Sciences::Economics and Business::Business Administration
Strategic Research Area: Textiles and fashion
Abstract: This paper explores consumer perceptions toward luxury brand endorsers that are not explicitly paid by the company, and how their perceptions of these endorsers influence luxury brand image and purchase intentions. Drawing upon in-depth interviews with luxury consumers their perceptions of brand endorsement and luxury brand image is investigated. Two illustrations of ‘unintended’ endorsement are discussed. It is found that endorsers not explicitly paid by the company still have a strong bearing on consumer perceptions of brand image. The difficulty in excluding not wanted segments as well as endorsers is shown in this study and the implications of these findings for luxury brands are the reassurance of wanting to be seen in the right context and being restrictive in accommodating all desires of celebrities. The value of this paper lays in the combining of both online and in-depth interviews to reach a greater spread of consumer perceptions toward the phenomenon of ‘unintended’ endorsement.
DOI: 10.5539/ijms.v4n1p108
Sustainable development: -
Appears in Collections:Artiklar och rapporter / Articles and reports (THS)

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