IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-01525473.html
   My bibliography  Save this paper

Celebrity endorsement in the luxury watch sector. A consumer perception approach
[L'endossement par les célébrités dans le secteur de l'horlogerie de luxe: Analyse par les perceptions du consommateur]

Author

Listed:
  • Nathalie Veg-Sala

    (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre, UPN - Université Paris Nanterre)

Abstract

Celebrity endorsement in the luxury watch sector. A consumer perception approach Celebrity endorsement provides many advantages for luxury brands, but also risks diluting their brand image. The purpose of this article is to determine whether this strategy can be beneficial in the luxury watchmaking sector. A typology of six different client types for the perceptions of luxury clients has been identified based on two studies, both qualitative and quantitative. The results show that two types of client are receptive to the strategy of celebrity endorsement. They are mainly represented by young women buying watches between 1,000 and 5,000 euros and with a low level of expertise in luxury watches.

Suggested Citation

  • Nathalie Veg-Sala, 2014. "Celebrity endorsement in the luxury watch sector. A consumer perception approach [L'endossement par les célébrités dans le secteur de l'horlogerie de luxe: Analyse par les perceptions du consommate," Post-Print hal-01525473, HAL.
    • Handle: RePEc:hal:journl:hal-01525473
    DOI: 10.7193/DM.074.97.113
    Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-01525473
    as

    Download full text from publisher

    File URL: https://hal.parisnanterre.fr/hal-01525473/document
    Download Restriction: no
    File URL: https://libkey.io/10.7193/DM.074.97.113?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-01525473. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.