Benefits of selecting suitable global ambassadors for luxury brands : case collaboration: Jisoo and Dior
Bao An Duong, Phan (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024051311347
https://urn.fi/URN:NBN:fi:amk-2024051311347
Tiivistelmä
The goal of the study was to examine the advantages of using a suitable marketing strategy when hiring Global Ambassadors for premium brands. The study aimed to address the following question: "What benefits can a luxury brand gain from choosing a suitable Global Ambassador?" Jisoo was selected as the Global Ambassador for the premium brand Dior, and the study was conducted as a case study for them.
The theoretical framework explained the following areas: the definition of luxury brands and Global Ambassadors, related terms and measurement data, the criteria for selecting a Global Ambassador, the definition of influencer marketing, the 8 P’s of luxury brand marketing, and consumer behavior towards the use of Global Ambassador. The research approach was mainly quantitative. The survey was administered to adults aged 22 years old or over. A total of 50 responses were received.
The study results indicated that the use of Global Ambassador in luxury brands did have a positive impact on customer purchasing behavioral intention. Hence, further research was suggested to analyze separate groups of people in order to obtain more objective results for the benefits of luxury brands.
The theoretical framework explained the following areas: the definition of luxury brands and Global Ambassadors, related terms and measurement data, the criteria for selecting a Global Ambassador, the definition of influencer marketing, the 8 P’s of luxury brand marketing, and consumer behavior towards the use of Global Ambassador. The research approach was mainly quantitative. The survey was administered to adults aged 22 years old or over. A total of 50 responses were received.
The study results indicated that the use of Global Ambassador in luxury brands did have a positive impact on customer purchasing behavioral intention. Hence, further research was suggested to analyze separate groups of people in order to obtain more objective results for the benefits of luxury brands.