Drawing from the brand equity model of Aaker, the aim of this dissertation is to understandhow the use of celebrity endorsers as a communication strategy affects luxury brands’ equity. Iused a qualitative approach and conducted 39 in-depth interviews with participants fromgeneration Y.The findings of this research show that the use of celebrity endorsers affects the brand equity ofluxury brands through two dimensions: brand loyalty and brand associations. The dimension ofperceived quality revealed an ambiguous influence, while brand awareness is not a channelthrough which the use of celebrity endorsers affects the brand equity of luxury brands
Date of Award | 27 Jan 2021 |
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Original language | English |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Laure Leglise (Supervisor) |
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- Celebrity endorser
- Brand equity
- Luxury brands
- Mestrado em Gestão e Administração de Empresas
The impact of using celebrity endorsers on the brand equity of luxury companies
Carmo, F. D. O. R. I. D. (Student). 27 Jan 2021
Student thesis: Master's Thesis