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The new muses of sustainable luxury: What effects do influencers have on the charisma of luxury brands?
[Les nouvelles égéries du luxe durable : Quels effets des influenceurs sur le charisme de marque des marques de luxes ?]

Author

Listed:
  • Lahbib Oxana

    (CERGAM de Toulon - Centre d'Études et de Recherche en Gestion d'Aix-Marseille/Equipe de recherche de Toulon - CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon - IAE Toulon - Institut d'Administration des Entreprises (IAE) - Toulon - UTLN - Université de Toulon)

  • Rojas-Contreras Camilo

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes)

  • Aurélie Kessous

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • Pierre Valette-Florence

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes)

Abstract

Recent research demonstrates the positive impact of celebrities when they endorse the sustainable activities of luxury brands, thanks to their compatibility with luxury and sustainability. However, a new type of endorsement is observed: the collaboration between luxury brands and influencers. These personalities benefit from a stronger perception of proximity with individuals and could therefore be perceived as less compatible with the inaccessibility dimension of luxury. The objective of this research is to better understand what type of endorser (i.e., celebrity or influencer) could improve the perception of congruence between the brand and the sustainable cause, and if this congruence has an effect on the charisma and attractiveness of the brand. Finally, this study proposes to better understand the effect of these endorsement strategies on behavioral and attitudinal variables, such as perception of luxury, willingness to pay a high price, and proselytism intentions.

Suggested Citation

  • Lahbib Oxana & Rojas-Contreras Camilo & Aurélie Kessous & Pierre Valette-Florence, 2023. "The new muses of sustainable luxury: What effects do influencers have on the charisma of luxury brands? [Les nouvelles égéries du luxe durable : Quels effets des influenceurs sur le charisme de mar," Post-Print hal-04134011, HAL.
    • Handle: RePEc:hal:journl:hal-04134011
    Note: View the original document on HAL open archive server: https://amu.hal.science/hal-04134011
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    References listed on IDEAS

    as
    1. Fernanda Muniz & Francisco Guzmán, 2021. "Overcoming the conflicting values of luxury branding and CSR by leveraging celebrity endorsements to build brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 347-358, May.
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