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

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Date

17 mai 2023

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Type de document
Périmètre
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Source

HAL SHS (Sciences de l’Homme et de la Société)

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Archives ouvertes

Organisation

Centre pour la communication scientifique directe

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info:eu-repo/semantics/OpenAccess

Mots-clés En

Luxury Corporate social responsibility Celebrity endorsement Influencer endorsement

Sujets proches En

Renown Celebrity

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Oxana Lahbib et al., « A Study Around the Effect of Influencer Endorsement on Sustainable Luxury Brand Charisma », HAL SHS (Sciences de l’Homme et de la Société), ID : 10670/1.cf001b...

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Lately, we observe that luxury brands develop collaborations with influencers who tend to generate strongerimpressions of connection and identification with customers, compared to a celebrity (Shi et al., 2021). Ifthe 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 ourknowledge. Similarly, luxury brands that engage in sustainable activities can be perceived as morecharismatic (Semaan et al., 2019). Through their natural or built charisma (Cocker & Cronin, 2017), bothcelebrities and influencers can increase brand charisma through endorsement. This research hence tries tounderstand the effects of influencers on the perceptions of ethical luxury and brand charisma.

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