Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Unintended Brand Endorsers’ Impact on Luxury Brand Image
2012 (English)In: International Journal of Marketing Studies, ISSN 1918-719X, E-ISSN 1918-7203, Vol. 4, no 1, 108-115 p.Article in journal (Refereed)
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, 108-115 p.
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

Open Access in DiVA

No full text

Other links

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

Search in DiVA

By author/editor
Radon, Anita
In the same journal
International Journal of Marketing Studies
Social SciencesBusiness Administration

Search outside of DiVA

GoogleGoogle Scholar

Altmetric score

Total: 178 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf