Overcoming the conflicting values of luxury branding and CSR by leveraging celebrity endorsements to build brand equity

Muniz, Fernanda; Guzmán, Francisco

doi:10.1057/s41262-021-00230-0

Cited by 18 publications

(11 citation statements)

References 64 publications

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“…These celebrities could serve as a brand endorser that provides reassurance to luxury consumers. Luxury marketers need to be careful with the selection of endorsers – the endorsers must not only be someone the target luxury audience admires and aspires to imitate but also align with the brand’s values, particularly if the luxury brand is trying to convey social values (Muniz and Guzmán, 2021; Park et al , 2019). Luxury marketers also need to carefully plan these campaigns using celebrities during a pandemic or global crisis, as it might create consumer backlash.…”

Section: Discussionmentioning

confidence: 99%

How isolation leads to purchasing luxury brands: the moderating effects of COVID-19 anxiety and social capital

Thapa

Guzmán

Paswan

2022

JPBM

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Purpose The purpose of this paper is to investigate how consumers’ luxury purchase behavior has been affected by COVID-19. A theoretical framework is proposed to determine how isolation leads to intention to purchase luxury brands through bandwagon luxury consumption behavior. Additionally, the moderating effects of COVID-19 anxiety and social capital on the relationship between bandwagon luxury consumption behavior and subjective well-being and intention to purchase luxury brands are tested. Design/methodology/approach Survey responses from a national sample of 261 luxury consumers in the USA were collected. The data were analyzed using a covariance-based structural equation modeling technique. Findings The results confirm that the feeling of isolation leads to a higher intention to purchase luxury brands. Both COVID-19 anxiety and social capital moderate the relationship between bandwagon luxury consumption behavior and intention to purchase luxury brands/subjective well-being related to the luxury brand purchase. Research limitations/implications Luxury marketers should focus on highlighting bandwagon elements of their brands, such as their popularity and how they enhance social connectedness when tailoring their brand communication to isolated consumers. The data is limited to luxury consumers in the USA; thus, the findings are specific to the US market. Originality/value Given the paucity of research on luxury consumption for isolated consumers, this study adds to the literature on luxury brands by examining how the feeling of isolation affects the intention to purchase luxury brands.

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Section: Discussionmentioning

confidence: 99%

How isolation leads to purchasing luxury brands: the moderating effects of COVID-19 anxiety and social capital

Thapa

Guzmán

Paswan

2022

JPBM

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“…For example, our data shows that the notion of authenticity (Grayson and Martinec, 2004) can only be fully mobilized by historical brands, which can emphasize their expertise and creativity over time (Athwal and Harris, 2018) and thus become transgenerational references (Kessous et al, 2017). Similarly, we find differences in the way brands use celebrity endorsement, an important means to building brand equity (Muniz and Guzman, 2021). While historical brands use a variety of brand ambassadors, such as historical figures, recently deceased celebrities, or less famous individuals (e.g., founders or owners of the brands), the other players primarily mobilize “mainstream” contemporary celebrities.…”

Section: Discussionmentioning

confidence: 86%

How brands mobilize status, reputation, and legitimacy cues to signal their social standing: The case of luxury watchmaking

Philippe

Debenedetti

Chaney³

2022

Marketing Theory

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While social evaluations have gained prominence in the field of marketing, few studies have investigated how brands strategically mobilize their social evaluations. This study aims to further explore the potential of social evaluations to shed light on brand management processes. Through a qualitative content analysis of 420 unique magazine ads of 36 fine watchmaking brands over a four-year period, we show how brands strategically draw from the distinct repertoires of status, reputation, and legitimacy to signal their social position and increase their appeal to consumers. We find that brands mobilize and combine cues from the three repertoires in different ways and that these variations stem from differences in the brands’ strategic intent and extent of market embeddedness. We discuss the contributions of these findings to the marketing literatures on social evaluations and on the role of advertising in brand building and conclude by outlining avenues for future research.

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“…It inter alia includes: social media and digital technologies (Mandler et al , 2020), AI and smart technologies (Chung et al , 2020; Pantano et al 2018), sustainability and CSR (e.g. Athwal et al , 2019; Muniz and Guzmán, 2021; Osburg et al , 2021), new forms of luxury, such as second hand (Kessous and Valette-Florence, 2019) or shared (Christodoulides et al , 2021), a focus on experiences and hedonism (Holmqvist et al , 2020). On the other hand, the clusters of themes emerging from the analysis of specific international luxury marketing output show a far narrower array of topics.…”

Section: Discussionmentioning

confidence: 99%

“…A considerable amount of research on luxury and sustainability, as well as CSR, focuses on the luxury fashion industry. While this may reflect many luxury brands' strategic direction and the personal interests of their designers (Hepner et al, 2020), the innate contradiction between luxury and sustainability's values presents a challenge that luxury brands need to IMR 39,2 overcome (Muniz and Guzm an, 2021;Park et al, 2019). It is therefore critical for researchers to keep exploring how to overcome the opposing values of luxury and sustainability, especially in a context beyond fashion.…”

Section: Directions For Future Researchmentioning

confidence: 99%

Charting research on international luxury marketing: where are we now and where should we go next?

Veloutsou

Christodoulides

Guzmán

2021

IMR

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PurposeDespite luxury's increasing globalization and broadening scope via digitalization and new markets, the intellectual structure of the overall research corpus remains tenuous. This work therefore aims to provide an overview of published work on international luxury marketing and to contribute to a better understanding of the research area.Design/methodology/approachUsing a systematic approach, 1151 items (papers) were retrieved and 181 selected from the international luxury marketing field published before 2019. These items were analyzed by using various bibliometric techniques to identify the most productive countries, journals, influential authors, papers and research clusters.FindingsAlthough most of the outputs originate from business, management and marketing journals, other disciplines also research this topic. The analysis reveals an emerging field, with 85% of the published papers appearing between 2010 and 2018, which are primarily the output of US- and UK-based authors and none of whom dominates the field. The three identified keyword clusters are (1) consumers and consumption (2) tools and (3) core themes.Practical implicationsThis article contributes to our understanding of the evolution, current status and research trends of published research on international luxury marketing by presenting a mapping analysis and proposing future research directions.Originality/valueThis is the first bibliometric mapping analysis of research on the topic from its conception to 2019. It contributes insights from different research disciplines, adds to the categorization of the international luxury marketing literature and provides promising future research directions in terms of research areas and strategies.

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Overcoming the conflicting values of luxury branding and CSR by leveraging celebrity endorsements to build brand equity

Cited by 18 publications

References 64 publications

How isolation leads to purchasing luxury brands: the moderating effects of COVID-19 anxiety and social capital

How isolation leads to purchasing luxury brands: the moderating effects of COVID-19 anxiety and social capital

How brands mobilize status, reputation, and legitimacy cues to signal their social standing: The case of luxury watchmaking

Charting research on international luxury marketing: where are we now and where should we go next?

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