The impact of using celebrity endorsers on the brand equity of luxury companies

Drawing from the brand equity model of Aaker, the aim of this dissertation is to understand how the use of celebrity endorsers as a communication strategy affects luxury brands’ equity. I used a qualitative approach and conducted 39 in-depth interviews with participants from generation Y. The findin...

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Bibliographic Details
Main Author: Carmo, Filipa de Oliveira Ribeiro Infante do (author)
Format: masterThesis
Language:eng
Published: 2021
Subjects:
Celebrity endorser
Brand equity
Luxury brands
Figuras públicas
Valor da marca
Marcas de luxo
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10400.14/34955
Country:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/34955
Description
Summary:Drawing from the brand equity model of Aaker, the aim of this dissertation is to understand how the use of celebrity endorsers as a communication strategy affects luxury brands’ equity. I used a qualitative approach and conducted 39 in-depth interviews with participants from generation Y. The findings of this research show that the use of celebrity endorsers affects the brand equity of luxury brands through two dimensions: brand loyalty and brand associations. The dimension of perceived quality revealed an ambiguous influence, while brand awareness is not a channel through which the use of celebrity endorsers affects the brand equity of luxury brands

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