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Fashion icons : celebrities & influencers : the attitude perception of consumers on endorsement strategies

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Fashion icons : celebrities & influencers : the attitude perception of consumers on endorsement strategies

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QUOTES “Today more and more fashion brands are scrambling to partner with celebrities and social influencers. […] in what ways does the use of a traditional celebrity differ from a social influencer? And how can companies distinguish one strategy for the other in order to enhance their future strategy?” ‘’Whilst influencers significantly carry more weight in the subject, celebrities gain more exposure. It is a question of mass impact vs. mass reach.’’ RESEARCH QUESTION What perception do consumers have towards the usage of fashion icons by fashion brands? SUB QUESTIONS 1. What are the differences and similarities between fashion icons, celebrities and social influencers? 2. What factors have led to the rise in popularity of the use icons, celebrities and social influencers by fashion brands? 3. What marketing and communication strategies – which include icons, celebrities or social influencers – are currently used by fashion brands? 4. What added value does the use of a fashion icon create for fashion brands and how does the use of an influencer differ from the use of a traditional celebrity? 5. What is the attitude of consumers towards these endorsement strategies used by fashion brands? ARTICLE The article is based on the research. It is written as intended for the audience of the trade magazine Business of Fashion (BoF).

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2017
TypeBachelorscriptie
TaalEngels

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