School of Business and Management Department of Marketing 217 Department of Marketing Luxury Marketing in Emerging Markets Supervisor: Kristiaan HELSEN / MARK Student: AU-YEUNG Chin Nga / GBUS Course: UROP 1100, Fall This paper aims at examining the different impact of mismatched celebrity endorsements on both consumers’ perceptions and purchase intentions of ‘Old Money’ and ‘New Money’ luxury fashion brands. Using a mixed-methods approach, qualitative data were collected through 40 interviews on consumer perceptions of various categories of luxury fashion brands. In addition, an online questionnaire (N=100) was conducted to quantify the effects of incongruences in brand personalities and celebrity images on consumers’ perceptions and purchase intentions. Finally, 2 focus groups were conducted to gain additional insights into cognitive and affective processes driving consumers' perceptions and purchase intentions across different situations. The current research demonstrates that mismatched endorsements decrease consumer perceptions of and purchase intentions towards ‘Old Money’ brands by compromising their heritageinspired authenticity. Whereas mismatched endorsements have no statistical influence on ‘New Money’ brands’ consumer perception and purchase intention due to their modern, trend-driven ethos. These findings unravel the context dependency of celebrity–brand congruence and offer actionable recommendations for luxury marketers.
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