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EMAC 2022 Annual

The Impact of Rap Endorsers on Luxury Brand Personality

Published: May 24, 2022


Gaëlle Pantin-Sohier, université angers; Romain Sohier, EM Normandie Business School; Alice Sohier, Université de Rouen – NIMEC; Julian Hofmann, EM Normandie Business School


Luxury brands’ personality is heavily relying on positive spill-over effects from celebrity endorsers. However, to what extent surprising or even incongruent elements might help or hurt a luxury’s brand personality is not yet fully exploited. Against this background, this research presents preliminary insights based on two experiments on the impact of urban rap music artists on dimensions of a luxury’s brand personally. Our findings provide theoretical as well as managerial insights— such as for luxury brands as they often need to broaden their personality dimensions to increase the number of customers and to remain attractive for new and younger customers.