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Does the rap wear Dior? The impact of rap endorser on luxury brand personality

Author

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  • Suzanne Billot
  • Gaelle Pantin-Sohier

    (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage)

  • 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

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Suggested Citation

  • Suzanne Billot & Gaelle Pantin-Sohier & Romain Sohier & Alice Sohier, 2021. "Does the rap wear Dior? The impact of rap endorser on luxury brand personality," Post-Print hal-03632422, HAL.
    • Handle: RePEc:hal:journl:hal-03632422
    Note: View the original document on HAL open archive server: https://normandie-univ.hal.science/hal-03632422
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    References listed on IDEAS

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    1. Nathalie Fleck & Virginie Maille, 2010. "Thirty Years of Conflicting Studies on the Influence of Congruence as perceived by the Consumer: Overview, Limitations and Avenues for Research," Post-Print hal-02291860, HAL.
    2. Johannes Knoll & Jörg Matthes, 2017. "The effectiveness of celebrity endorsements: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 55-75, January.
    3. McCracken, Grant, 1989. "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 310-321, December.
    4. Ko, Eunju & Costello, John P. & Taylor, Charles R., 2019. "What is a luxury brand? A new definition and review of the literature," Journal of Business Research, Elsevier, vol. 99(C), pages 405-413.
    5. Paul, Justin, 2019. "Masstige model and measure for brand management," European Management Journal, Elsevier, vol. 37(3), pages 299-312.
    6. Joonas Rokka & Robin Canniford, 2016. "Heterotopian selfies : How social media destabilizes brand assemblages," Post-Print hal-02313408, HAL.
    7. Kastanakis, Minas N. & Balabanis, George, 2012. "Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior," Journal of Business Research, Elsevier, vol. 65(10), pages 1399-1407.
    8. Zamudio, César, 2016. "Matching with the stars: How brand personality determines celebrity endorsement contract formation," International Journal of Research in Marketing, Elsevier, vol. 33(2), pages 409-427.
    9. Martin Eisend & Nicola Stokburger-Sauer, 2013. "Brand personality: A meta-analytic review of antecedents and consequences," Marketing Letters, Springer, vol. 24(3), pages 205-216, September.
    10. Motley, Carol M. & Henderson, Geraldine Rosa, 2008. "The global hip-hop Diaspora: Understanding the culture," Journal of Business Research, Elsevier, vol. 61(3), pages 243-253, March.
    11. Kim, Pielah & Vaidyanathan, Rajiv & Chang, Hua & Stoel, Leslie, 2018. "Using brand alliances with artists to expand retail brand personality," Journal of Business Research, Elsevier, vol. 85(C), pages 424-433.
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