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

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

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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.

Keywords: Luxury; Corporate social responsibility; Celebrity endorsement; Influencer endorsement (search for similar items in EconPapers)
Date: 2023-05-17
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Published in 2023 Academy of Marketing Science (AMS) Conference – Annual, Academy of Marketing Science, May 2023, New Orleans (LA), United States

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