University of Twente Student Theses

How can luxury fashion brands use hip hop artists to mix and master their influencer marketing campaigns? : With the rise of hip hop’s popularity in pop culture and influencer marketing as a strategy adopted by companies, how can luxury fashion brands employ both to market their products?

Huggenberger, K.T.H. (2019) How can luxury fashion brands use hip hop artists to mix and master their influencer marketing campaigns? : With the rise of hip hop’s popularity in pop culture and influencer marketing as a strategy adopted by companies, how can luxury fashion brands employ both to market their products?

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Abstract:	Influencer marketing is now an integral part of successful marketing campaigns, with companies across all markets adopting it. Luxury fashion is not an exception to this trend and is also aligning their strategies. The rise in popularity of Hip Hop personalities sees more luxury brands working alongside them. Endorsements from these celebrities vary from being included in adverts by the brand, promoting items of a brand on their social media, or wearing them to public events. This research aims to clarify which method appeals to the consumer the most and leads to an improvement of brand behaviour, recognition and intention among consumers. A sample of 107 respondents took part in a survey showcasing three posts of a single type of endorsement, then the effect of these efforts were measured. Results showed that the difference in groups had an effect on brand recognition, as participants were more familiar with brands presented by traditional and wearing endorsements. The difference in influencers endorsing luxury brands was also found to have an effect, this time on brand behaviour and brand recognition. Finally, an effect of celebrity recognition on brand intention was confirmed as it performed better if the celebrity endorsing the brand was recognised. Marketeers can see through this study that the manner of endorsement and by whom it is endorsed can have a different effect on the target group. This information will lead to influencer marketing campaigns to be more meticulously designed and possibly fulfil the brand’s desire better.
Item Type:	Essay (Bachelor)
Faculty:	BMS: Behavioural, Management and Social Sciences
Subject:	05 communication studies
Programme:	Communication Studies BSc (56615)
Link to this item:	https://purl.utwente.nl/essays/78319
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