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.
Highlights
Gardner and Levy (1955:35) in their classic article proposed that “a brand name is more than the label employed to differentiate among the manufactures of a product”
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
This paper addresses brand endorsement from an ‘unintended’ perspective, where the conspicuous endorsement from both a celebrity and non-celebrity affects luxury brand image
Summary
Gardner and Levy (1955:35) in their classic article proposed that “a brand name is more than the label employed to differentiate among the manufactures of a product” They considered a brand name to be a complex symbol that represents a variety of ideas and attributes that tells consumers many things via the body of associations it has built up and acquired. Poiesz (1989:461) held that there has been a “shift in attention away from the physical aspects and functional benefits of products to their symbolic associations” This shift in attention is arguably the fundamental principle of luxury branding today. Today with increased sales of luxury goods, emerging Internet sales and an increasing affluent middle-class the barriers are hard to maintain, leading to on the one hand increased profits, and new challenges in trying to assert control over the brand image
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
