Celebrities have endorsed brands for more than a century. In Denmark celebrity endorsement is fairly new, but very popular, although the use of celebrity endorsement in advertisement for sustainable products is not widespread. In general, the focus on sustainability among the Danish consumers is increasing. Contrary to the general increasing focus on sustainable products, sustainable clothing is not widespread among the Danish consumers, which is the reason why, I have chosen to examine how to match a celebrity endorser with sustainable clothing, examined from the consumers' point of view. The aim of this thesis is to contribute with research within a field that is only partially examined. No research has looked into, how a match between a Danish celebrity endorser and a Danish brand can be found or how to match a celebrity endorser with a sustainable brand. The thesis research will form the basis of a recommendation to companies, of how they can find a match between a celebrity endorser and a sustainable clothing brand. To examine the research question, focus is on which role the celebrity endorser's personality characteristics play in a celebrity endorsement campaign, the importance of the celebrity endorser's transfer of meanings on the campaign and the importance of a match between the celebrity endorser and brand and also the relationship between the consumer and celebrity endorser. Theories concerning marketing of sustainable clothing and celebrity endorsement seen from the consumers' perspective are included in the thesis. The thesis is based on an empirical study of women aged 20 - 29, who are mainstream consumers of clothing and have an average income. The empirical study consists of the qualitative research method, and interviews are used to get the consumers' perspective on the research questions. Results of the empirical study show, that some of the existing literature, identifying how to find a match between a celebrity endorser and brand, is useful to apply on sustainable clothing. The match-up hypothesis, emphasising the importance of a match between the celebrity endorser and brand, is useful when finding a match between a celebrity endorser and sustainable clothing, though it is unambiguously if celebrities in general match sustainable clothing. Other celebrity endorsement theories have to be modified, if they are to be applied on sustainable brands. The empirical research shows, that when it comes to sustainable clothing, it is more important for the celebrity endorser to be trustworthy compared to being attractive and having expertise. Besides that, the celebrity endorser has to be respected, attractive with regard to her behaviour and have a serious image. Furthermore the celebrity endorser has to function as a storyteller. In contrast to existing theory, the celebrity endorser is not to transfer meanings to the product and thereafter the consumer. The celebrity endorser's first priority is to tell a story and communicate the message and values that comes with buying sustainable clothing and transfer those to the product and then the consumer. It is unambiguously if congruency between the celebrity endorser's image and the consumer's ideal self-image will lead to a more positive response to the campaign, regarding sustainable clothing. However it is recognised, that the internalisation process results in the consumer adopting the celebrity endorser's message, because the consumer believes in the message, which matches her personal values. The above mentioned results have led to a readjustment of some of the existing celebrity endorsement theory. As this thesis only examines one sustainable product group, further research need to be conducted, to be able to generalise on the results and thereby develop valid theories, of how to find a match between a celebrity endorser and sustainable brands.
|Uddannelser||Cand.ling.merc Erhvervssprog og International Erhvervskommunikation (Interkulturel Marketing), (Kandidatuddannelse) Afsluttende afhandling|