The Impact of Brand-endorser Image Congruence on Chinese Consumers’ Attitudes and Behavioral Intentions toward Luxury Fashion Brands
While an influencer marketing is one of the popular social marketing activities in China, luxury brands’ collaborations with digital influencers sometimes lead to criticism due to a lack of image fit between influencers and brands. In order to have an enhanced understanding of how image fit leads to consumer responses toward marketing activities and brands, the current study examines whether the perceived fit between a luxury brand and a digital influencer influences consumers’ satisfaction with the collaboration, their brand attitudes, their likelihood to recommend the collaboration and purchase intention. A web-based survey was administered to Chinese consumers. The findings of the study confirm the role of perceived fit in generating positive responses toward the collaboration and the brand. The findings imply that, while luxury brands can leverage influencer marketing, brand marketers are recommended to consider the image fit between their brand and digital influencers since a poor fit may cause the dilution of brand image.