Celebrity Endorsement and Co-branding
A Review on Luxury Brand Reconstruction Strategy
- 10.2991/assehr.k.220502.059How to use a DOI?
- Luxury brands; Celebrity endorsement; Co-branding
Luxury brands have always had relatively fixed traditional marketing methods. However, the development of new media technology has created a new and more intense and dynamic marketing environment for luxury brand marketing. This forces luxury brands to change their traditional marketing methods, so as to maintain their brand status, market influence and market share. This paper mainly discusses two kinds of luxury brand reconstruction strategies from the perspectives of marketing and communication, which are mainly summarized as celebrity endorsement and cooperation with non luxury brands. This paper holds that the attraction and credibility of celebrities and the matching between luxury brands will help to improve the brand benefits of luxury brands and obtain more consumers in the new media environment. At the same time, brand awareness and consumer perception are still very important in the cooperation strategy with non luxury brands. The limited edition characteristics of cooperative products usually affect consumers’ perception, but improper cooperation may also damage consumers’ loyalty and the image of luxury brands. The combing and summary of previous studies in this paper will help to provide reference for luxury marketing research and luxury brand marketing.
- © 2022 The Authors. Published by Atlantis Press SARL.
- Open Access
- This is an open access article distributed under the CC BY-NC 4.0 license.
Cite this article
TY - CONF AU - Jingyue Yang PY - 2022 DA - 2022/05/14 TI - Celebrity Endorsement and Co-branding BT - Proceedings of the 2022 International Conference on Comprehensive Art and Cultural Communication (CACC 2022) PB - Atlantis Press SP - 295 EP - 299 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.220502.059 DO - 10.2991/assehr.k.220502.059 ID - Yang2022 ER -