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A Study Around the Effect of Influencer Endorsement on Sustainable Luxury Brand Charisma

Author

Listed:
  • Oxana Lahbib

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

  • Camilo R. Contreras

    (UGA INP IAE - Grenoble Institut d'Administration des Entreprises - UGA - Université Grenoble Alpes - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - UGA - Université Grenoble Alpes, CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes)

  • Aurélie Kessous

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

  • Pierre Valette-Florence

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes, UGA INP IAE - Grenoble Institut d'Administration des Entreprises - UGA - Université Grenoble Alpes - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - UGA - Université Grenoble Alpes)

Abstract

Lately, we observe that luxury brands develop collaborations with influencers who tend to generate stronger impressions of connection and identification with customers, compared to a celebrity (Shi et al., 2021). If the positive effect of celebrity endorsement on ethical luxury have been demonstrated though the literature (Muniz & Guzmán, 2021), the effects of influencer endorsement on ethical luxury remain unknown, to our knowledge. Similarly, luxury brands that engage in sustainable activities can be perceived as more charismatic (Semaan et al., 2019). Through their natural or built charisma (Cocker & Cronin, 2017), both celebrities and influencers can increase brand charisma through endorsement. This research hence tries to understand the effects of influencers on the perceptions of ethical luxury and brand charisma.

Suggested Citation

  • Oxana Lahbib & Camilo R. Contreras & Aurélie Kessous & Pierre Valette-Florence, 2023. "A Study Around the Effect of Influencer Endorsement on Sustainable Luxury Brand Charisma," Post-Print hal-04207997, HAL.
    • Handle: RePEc:hal:journl:hal-04207997
    Note: View the original document on HAL open archive server: https://hal.science/hal-04207997
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    Keywords

    Luxury; Corporate social responsibility; Celebrity endorsement; Influencer endorsement;
    All these keywords.

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