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

  • Filipa de Oliveira Ribeiro Infante do Carmo (Student)

Student thesis: Master's Thesis

Abstract

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 Award27 Jan 2021
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorLaure Leglise (Supervisor)

Keywords

  • Celebrity endorser
  • Brand equity
  • Luxury brands

Designation

  • Mestrado em Gestão e Administração de Empresas

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