TY  - CHAP
U1  - Buchbeitrag
A1  - Strähle, Jochen
A1  - Strobl, Gabriele
T1  - Co-design and endorsement
T2  - Fashion & music
N2  - The purpose of this paper is to determine the success factors regarding celebrities of the music business involved in fashion advertising. That famous people have the power to help brands and products to stand out among others is proven and popular. This paper is concentrating on successful musicians and their endorsements of fashion brands and examines the benefits for both, the brand and the artist. It investigates how consumer perceives brand and artist collaboration and what factors enhance the purchase intention and increase sales. This paper is structured in the following manner: The introduction presents the research question and sets the aim for the paper, followed by the analysis of the existing literature. The paper ends with conclusions, limitations and suggestions for further research.
KW  - celebrity endorsement
KW  - co-design
KW  - branding
KW  - identity
KW  - advertising
KW  - marketing
KW  - music
KW  - hip-hop
Y1  - 2018
SN  - 978-981-10-5637-6
SB  - 978-981-10-5637-6
SN  - 978-981-10-5636-9
SB  - 978-981-10-5636-9
U6  - https://doi.org/10.1007/978-981-10-5637-6_7
DO  - https://doi.org/10.1007/978-981-10-5637-6_7
SP  - 117
EP  - 133
S1  - 17
PB  - Springer
CY  - Singapore
ER  -