SHOOTING WITH THE E-STARS: CELEBRITY ENDORSEMENT ON BUILDING AUTHENTICITY MEANINGS FOR ETHNIC FASHION BRANDS
Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris
(2019.07)
pp.701-704
pp.701-704
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Table Content
ABSTRACT
1. Literature Review
1.1 Ethnicity in fashion, a successful brand story
1.2 Quality conventions theory and authenticity
1.3 Celebrity endorsement for fashion brands
2. Methods
3. Findings
3.1 Ethnic indexicality authenticity
3.2 Meaning transfer and alteration of emotions and perceptions
4. Discussion
1. Literature Review
1.1 Ethnicity in fashion, a successful brand story
1.2 Quality conventions theory and authenticity
1.3 Celebrity endorsement for fashion brands
2. Methods
3. Findings
3.1 Ethnic indexicality authenticity
3.2 Meaning transfer and alteration of emotions and perceptions
4. Discussion
Author