Kenneth Lord, the dean of East Michigan University’s College of Business and an expert in celebrity endorsements, says that prestige brands care more about “upholding their luxury image” than any perceived insensitivity to “people who aren’t within their market anyway.” He spent some time estimating the cost of the clothing and accessories that Millen showcased in her video about getting ready to go to the Savoy.
Still, Lord believes that consumers more generally could be harder to influence in the coming months. In his research, he has spent time looking at “informational” versus “transformational” motivations in customer responses to celebrity endorsements. He found that people who are informationally motivated consider the functional risks of a purchase, whereas those who are transformationally orientated are focused on their mental or social state.
Source: News Formal (newsformal.com)
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