Communications in Humanities Research ISSN: 2753-7072
Home> Volumes> Volume CHR Vol.42> Article
Research Article

BLACKPINK Endorsement Effect: Luxury Perfume Brand Image and Consumption Behavior of Chinese College Students

Xinran ChenWaseda University* Meijia LiLiaoning University Chenchen WangZhengzhou Normal University

* Corresponding author: [email protected]

Abstract

This study explores the impact of K-pop stars on the brand image of luxury perfumes, with a particular focus on how Chinese university students perceive and behave towards perfumes endorsed by BLACKPINK members. This study employs a combination of textual analysis and questionnaire surveys to analyze the advertisements of four luxury perfume brands - Celine, Dior, YSL, and Tamburins- endorsed by BLACKPINK members. Through a survey of 117 Chinese university students, the relationship between the brand image conveyed by the advertisements and the consumers' brand perception is examined. The results indicate a high consistency between the visual and textual elements of the advertisements (such as the presentation style and emotional tone of the endorsers) and the perceived brand image by consumers. Moreover, the study reveals the synergistic effect of visual and textual elements in advertisements, which not only enhances the efficiency of brand information transmission but also improves consumers' overall perception and emotional connection with the brand. This study not only demonstrates the powerful influence of K-pop star endorsements but also provides important strategic insights for luxury brands in choosing endorsers and designing advertising strategies. By leveraging celebrity influence effectively, brands can achieve marketing goals and deepen the connection between consumers and the brand. Future research could further explore the relationship between different endorsers and different types of products, and how this relationship influences brand loyalty and purchasing behavior among various consumer groups.

Keywords: luxury perfume; luxury brand image; consumption behavior
Published: July 31, 2024
DOI: 10.54254/2753-7064/42/2024NE0030
Volume: CHR Vol.42
pp. 35-44
Download PDF

References

  1. Nylund, S.-M. (2020). Influencing Luxury Fragrance Brand Image with Celebrity Endorsement: Case Miss Dior. Metropolia University of Applied Sciences.
  2. Chen, L., Chen, G., Ma, S., & Wang, S. (2022). Idol Worship: How Does It Influence Fan Consumers’ Brand Loyalty? Frontiers in Psychology.
  3. Cuomo, M. T., Foroudi, P., Tortora, D., Hussain, S., & Melewar, T. C. (2019). Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption. Sustainability, 11(6791).
  4. Choi, S.M. and Rifon, N.J. (2012), It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness. Psychol. Mark., 29: 639-650.
  5. Suh, Y. G. (2020). The influence of K-pop stars as global brand ambassadors on consumer behavior. Asian Journal of Business Research, 10(2), 22-37.
  6. Lim, M. H., & Choi, M. (2023). K-pop stars and their impact on global luxury perfume brands. Journal of International Marketing, 31(1), 58-77.
  7. Tian, S., Tao, W., Hong, C., & Tsai, W. H. S. (2022). Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness. International journal of advertising, 41(6), 1017-1037.
  8. Wijanarko, B., & Fachrodji, A. (2020). The analysis towards the influence of motivation, brand image, price, and groups reference on purchasing decisions of original perfume products (Study Case of Meruya Campus Undergraduate Students, Mercu Buana University). International Journal of Innovative Science and Research Technology, 5(1), 932941.
  9. Liu Yujiao (2022). Reflection on the consumption behavior of fans in the era of social media. [J]. Audiovisual, 2022 (03): 144-146.
  10. Wang Sulan (2018). An analysis of Chinese female fans' consumption culture under the background of new media. [J]. Business Economy Research, 2018 (09): 78-81.
  11. Lu Haoqi and Wang Chengfu (2022) The influence of matching degree between brand spokesperson and brand image on consumers' purchase intention [J]. Times of Economy & Trade, (07):112-115..