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L'endossement par les célébrités dans le secteur de l'horlogerie de luxe: Analyse par les perceptions du consommateur

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.
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Nathalie Veg-Sala. L'endossement par les célébrités dans le secteur de l'horlogerie de luxe: Analyse par les perceptions du consommateur. Décisions Marketing, Association Française du Marketing, 2014, pp.97-113. ⟨10.7193/DM.074.97.113⟩. ⟨hal-01525473⟩

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