Celebrity Brand Ambassador’s Influence on Consumers’ Decision Making of Luxury Fashion Brands

Thái Hoàng Yến Nguyễn

Bachelor's thesis

Abstract:

This thesis examines the role of celebrities as brand ambassadors and their influence on customer decisions in the context of luxury fashion brands. The thesis explores through in-depth interviews the factors influencing consumer preferences in luxury fashion brands, including brand elements such as brand name, logo, colours, and slogan. Also, the thesis examines the impact of social groups and changing social norms on consumers' decisions to purchase luxury fashion brands. The thesis investigates how celebrity endorsements in social media shape consumers' opinions, views, and preferences for luxury fashion brands. The thematic analysis identified three themes in relation to the factors influencing the consumption of luxury fashion brands. In the first theme, the significance of brand identification, quality, personal style, and the aesthetic aspects of luxury were identified as crucial factors. The second theme highlights changes in society and shows how social groups and evolving norms affect the purchase of luxury goods. The third theme shows how some consumers minimize the influence of celebrities as brand ambassadors and social media on the purchase of luxury brands while others recognize the influence of their favourite celebrities. The thesis proposes some recommendations to managers of luxury fashion brands about the selection of celebrities as brand ambassadors and social media platforms to position their brands.

Abstract:

This thesis examines the role of celebrities as brand ambassadors and their influence on customer decisions in the context of luxury fashion brands. The thesis explores through in-depth interviews the factors influencing consumer preferences in luxury fashion brands, including brand elements such as brand name, logo, colours, and slogan. Also, the thesis examines the impact of social groups and changing social norms on consumers' decisions to purchase luxury fashion brands. The thesis investigates how celebrity endorsements in social media shape consumers' opinions, views, and preferences for luxury fashion brands. The thematic analysis identified three themes in relation to the factors influencing the consumption of luxury fashion brands. In the first theme, the significance of brand identification, quality, personal style, and the aesthetic aspects of luxury were identified as crucial factors. The second theme highlights changes in society and shows how social groups and evolving norms affect the purchase of luxury goods. The third theme shows how some consumers minimize the influence of celebrities as brand ambassadors and social media on the purchase of luxury brands while others recognize the influence of their favourite celebrities. The thesis proposes some recommendations to managers of luxury fashion brands about the selection of celebrities as brand ambassadors and social media platforms to position their brands.

Keywords

Consumer decision-making, Luxury fashion brands, Celebrity brand ambassadors, Social media, Consumer perceptions, Consumer attitudes

Keywords

Social media, Consumer decision-making, Consumer perceptions, Celebrity brand ambassadors, Luxury fashion brands, Consumer attitudes

Language used: English

Date on which the thesis was submitted / produced: 11. 12. 2023

Thesis defence

• Date of defence: 16. 1. 2024
• Supervisor: Rafael San José Iglesias
• Reader: Přemysl Průša

Vysoká škola ekonomická v Praze

Bachelor programme:
International Business