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Co-design and endorsement

  • 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.

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Author of HS ReutlingenSträhle, Jochen; Strobl, Gabriele
Erschienen in:Fashion & music
Place of publication:Singapore
Document Type:Book chapter
Publication year:2018
Tag:advertising; branding; celebrity endorsement; co-design; hip-hop; identity; marketing; music
Page Number:17
First Page:117
Last Page:133
PPN:Im Katalog der Hochschule Reutlingen ansehen
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:330 Wirtschaft
Open access?:Nein
Licence (German):License Logo  In Copyright - Urheberrechtlich geschützt