Role of Celebrity Endorsement in Luxury Brand Marketing: A Study of Consumer Preferences in China

Abstract

Purpose: The aim of the study was to investigate the role of celebrity endorsement in luxury brand marketing: a study of consumer preferences in china Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study on celebrity endorsements in luxury brand marketing in China revealed that celebrities significantly shape consumer preferences. Cultural relevance is crucial, as celebrities admired by Chinese consumers have a stronger impact. Aligning the celebrity's image with the brand's values enhances credibility. Authentic endorsements, perceived as genuine, are more effective. Overall, the study emphasizes the influential role of celebrities in shaping consumer perceptions of luxury brands in China. Unique Contribution to Theory, Practice and Policy: Social identity theory, self-congruity theory & information processing theory may be used to anchor future studies on the role of celebrity endorsement in luxury brand marketing: a study of consumer preferences in china. It emphasizes the need to tailor endorsement strategies to Chinese cultural values, prioritize authenticity, leverage social media platforms, and invest in long-term partnerships with celebrities. From a policy perspective, the study underscores the importance of transparency, ethical standards, and consumer protection in celebrity endorsement agreements within the Chinese market.