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 ?

Lahbib Oxana (), Rojas-Contreras Camilo (), Aurélie Kessous () and Pierre Valette-Florence ()
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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

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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.

Keywords: Luxury; Corporate social responsibility; Celebrity endorsement; Influencer endorsement; Brand charisma (search for similar items in EconPapers)
Date: 2023-05-17
Note: View the original document on HAL open archive server: https://amu.hal.science/hal-04134011v1
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Published in 47th Academy of Marketing Science Annual Conference, May 2023, New-Orleans, USA, United States

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