IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-03632388.html
   My bibliography  Save this paper

"She wants Gucci, Versace, Valentino… ", what possible connection between rap singers and luxury brands?
[" Elle Veut Du Gucci, Versace, Du Valentino..." , Quel Lien Possible Entre Rappeurs Et Marques De Luxe ?]

Author

Listed:
  • Suzanne Billot
  • Gaelle Pantin-Sohier

    (UA - Université d'Angers)

  • Romain Sohier

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

  • Alice Sohier

    (NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

Abstract

Celebrity endorsement by luxury brands now extends to celebrities that are somewhat unexpected given the history of these brands and their muses. Historically turned towards stars of cinema, models, or sportsmen/women, luxury brands are now also heading towards stars of social networks and the world of music, rap in particular. In this disturbed context, our research aims to provide a reflection on the use of incongruent celebrities by luxury brands and on the impact of these new endorsers on the perception of personality. As such, we are conducting an intra-subject experiment (neutral condition vs. incongruent condition) using rap artists - Kaaris and Eddy De Pretto - associated with luxury brands, respectively Dior and Hermès. Our results show that incongruence plays an important role through the perception of the brand personality by impacting significantly four dimensions.

Suggested Citation

  • Suzanne Billot & Gaelle Pantin-Sohier & Romain Sohier & Alice Sohier, 2021. ""She wants Gucci, Versace, Valentino… ", what possible connection between rap singers and luxury brands? [" Elle Veut Du Gucci, Versace, Du Valentino..." , Quel Lien Possible En," Post-Print hal-03632388, HAL.
    • Handle: RePEc:hal:journl:hal-03632388
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-03632388. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.