Celebrity endorsement in the luxury watch sector. A consumer perception approach

L'endossement par les célébrités dans le secteur de l'horlogerie de luxe: Analyse par les perceptions du consommateur

Nathalie Veg-Sala ()
Additional contact information
Nathalie Veg-Sala: CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre, UPN - Université Paris Nanterre

Post-Print from HAL

Abstract: Celebrity endorsement in the luxury watch sector. A consumer perception approach Celebrity endorsement provides many advantages for luxury brands, but also risks diluting their brand image. The purpose of this article is to determine whether this strategy can be beneficial in the luxury watchmaking sector. A typology of six different client types for the perceptions of luxury clients has been identified based on two studies, both qualitative and quantitative. The results show that two types of client are receptive to the strategy of celebrity endorsement. They are mainly represented by young women buying watches between 1,000 and 5,000 euros and with a low level of expertise in luxury watches.

Keywords: endorsement; luxury; perceptions of luxury clients; typology; Celebrities; endossement; célébrités; luxe; perceptions des consommateurs (search for similar items in EconPapers)
Date: 2014-04
Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-01525473
References: Add references at CitEc
Citations:

Published in Décisions Marketing, 2014, 74, pp.97-113. ⟨10.7193/DM.074.97.113⟩

Downloads: (external link)
https://hal.parisnanterre.fr/hal-01525473/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01525473

DOI: 10.7193/DM.074.97.113

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().