"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 ?

Suzanne Billot (), Gaelle Pantin-Sohier (), Romain Sohier () and Alice Sohier ()
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Gaelle Pantin-Sohier: UA - Université d'Angers
Romain Sohier: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
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

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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.

Keywords: Brand personality; incongruency; rap artist; endorsement; luxury; experiment; personnalité de la marque; incongruence; artiste rap; endossement; luxe; expérimentation (search for similar items in EconPapers)
Date: 2021-11-19
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Published in 20èmes Journées Normandes de Recherche sur la consommation, Nov 2021, ROUEN, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03632388

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