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Unintended Brand Endorsers’ Impact on Luxury Brand Image
University of Borås, Swedish School of Textiles. University of Borås, School of Business and IT.
2012 (English)In: International Journal of Marketing Studies, ISSN 1918-719X, E-ISSN 1918-7203, Vol. 4, no 1, p. 108-115Article in journal (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
Canadian Center of Science and Education , 2012. Vol. 4, no 1, p. 108-115
National Category
Social Sciences Business Administration
Research subject
Textiles and Fashion (General)
Identifiers
URN: urn:nbn:se:hb:diva-1275DOI: 10.5539/ijms.v4n1p108Local ID: 2320/10775OAI: oai:DiVA.org:hb-1275DiVA: diva2:869299
Available from: 2015-11-13 Created: 2015-11-13 Last updated: 2017-12-15Bibliographically approved

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Publisher's full texthttp://www.ccsenet.org/journal/index.php/ijms/article/view/13526/10156

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Radon, Anita

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