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" ELLE VEUT DU GUCCI, VERSACE, DU VALENTINO..." , QUEL LIEN POSSIBLE ENTRE RAPPEURS ET MARQUES DE LUXE ?

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.
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https://hal-normandie-univ.archives-ouvertes.fr/hal-03632388
Contributor : Alice SOHIER Connect in order to contact the contributor
Submitted on : Wednesday, April 6, 2022 - 11:58:44 AM
Last modification on : Saturday, April 23, 2022 - 3:37:50 AM

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  • HAL Id : hal-03632388, version 1

Citation

Suzanne Billot, Gaelle Pantin-Sohier, Romain Sohier, Alice Sohier. " ELLE VEUT DU GUCCI, VERSACE, DU VALENTINO..." , QUEL LIEN POSSIBLE ENTRE RAPPEURS ET MARQUES DE LUXE ?. 20èmes Journées Normandes de Recherche sur la consommation, Nov 2021, ROUEN, France. ⟨hal-03632388⟩

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