The Impact of Celebrity Endorsements, Brand Collaborations, and Sponsorships on Dior’s Brand Perception and Image.

Abstract

This thesis explored the impact of celebrity endorsements, brand collaborations, and sponsorships on the brand perception and image of Dior. In the competitive market of the time, where brand associations play a crucial role in consumer decision-making, understanding the effects of these marketing strategies is very interesting. The thesis involved a survey administered to a diverse sample of consumers, aiming to measure their awareness, attitudes, and purchase intentions towards Dior as influenced by celebrity endorsements, brand collaborations, and sponsorships. The findings of this research provided valuable insights into the impact of celebrity endorsements, brand collaborations, and sponsorships on Dior's brand perception and image. The study revealed the extent to which these strategies contributed to consumer preferences. The implications of this research extended beyond Dior, offering recommendations and best practices for luxury fashion brands and marketers seeking to enhance their brand perception through strategic alliances with celebrities and other brands. By understanding the dynamics of these partnerships and their effects on brand image, marketers could make informed decisions to strengthen their brand positioning and ultimately drive consumer engagement and loyalty.