The new muses of sustainable luxury: What effects do influencers have on the charisma of luxury brands?
authors
keywords
- Luxury
- Corporate social responsibility
- Celebrity endorsement
- Influencer endorsement
- Brand charisma
document type
COMMabstract
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.
