The Research on Chanel's Strategy of Using Celebrity Images to Enrich the Brand Narrative

Research Article
Open access

The Research on Chanel's Strategy of Using Celebrity Images to Enrich the Brand Narrative

Yiwen Liang 1*
  • 1 School of Architecture and Urban Planning, Huazhong University of Science and Tech-nology, Wuhan, Hubei Province, 430074, China    
  • *corresponding author u201915235@hust.edu.cn
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/35/20231741
AEMPS Vol.35
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-091-2
ISBN (Online): 978-1-83558-092-9

Abstract

While numerous studies have shown that choosing an image that matches a brand as an ambassador is good for telling a brand story, there hasn't been much in-depth research and analysis on how brands can tell a good brand story through its ambassador. This research will take the Chanel brand as an example to explore the role of its ambassador in its brand narrative, and summarize the rules to contribute to enriching the theories related to brand narrative. The results of the study prove the importance of the matching degree of the ambassador's visual image and the celebrity's personality image with the brand narrative and their charm to the brand narrative effect. It also shows that Chanel becomes a symbol of a desirable lifestyle through celebrity endorsements by giving the product value in addition to the function of use. Key implications of brand ambassador are discussed along with recommendations for future research about brand narrative.

Keywords:

brand ambassador, brand narrative, Chanel brand

Liang,Y. (2023). The Research on Chanel's Strategy of Using Celebrity Images to Enrich the Brand Narrative. Advances in Economics, Management and Political Sciences,35,178-185.
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References

[1]. M. Zheng, Self-construction of female body image, Central Academy of Fine Arts, 2011.

[2]. C. X. Peng, Research on brand narrative theory: the construction and communication of brand story, Wuhan University, 2011.

[3]. Vicente, translated by Qian Yong and Zhang Chaoqun: Legendary Brands: Interpwereting the Charm of Narrative and Creating a Winning Market Strategy, 2004.

[4]. J. Q. Tan, The Development of Narrative Theory and Aesthetic Cultural Narration, Ideological front, 2002.

[5]. L. H. Yu, "Narrative" becomes the beauty of "brand", National Business Intelligence (Theoretical Research), 2010.

[6]. Q. Y. Li, Luxury narrative research, Shanghai Normal University, 2009.

[7]. J. Fanning, Tell Me a Story: The Future of Branding, Irish Marketing Review, 1999.

[8]. M. A. Parmentier, The pitfalls of fame: insights from human brands, ACR North Am, 2010.

[9]. M. Thomson, Human brands: investigating antecedents to consumers’ strong attachments to celebrities, Market, 2006.

[10]. P. Walsh, A. Williams, To extend or not extend a human brand: an analysis of perceived fit and attitudes toward athlete brand extensions, Sport Manag, 2017.

[11]. X. Y. Lu, Research on visual consumption culture of Chanel brand. Lanzhou University, 2015.

[12]. X. X. Zhou, Exploring the Emotional Appeal of Advertising: Research from the Psychology Lab.Xiamen University Press, 2009.

[13]. W. Liu, X. X. Wang, Cutting-edge research on the consumption behavior, community culture and psychological characteristics of fans as extraordinary consumers, Foreign Economics and Management, 2011.

[14]. X. J. Zhu, L. F. Teng, L. Foti, Y. G. Yuan, Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation, Journal of Business Research, 2019.

[15]. L. Liu, Research on the influence of traditional celebrity and Internet celebrity endorsements on purchase intention, Southwestern University of Finance and Economics, 2021.

[16]. W. R. Semaan, N. Ashill, P. Williams, Sophisticated, iconic and magical: A qualitative analysis of brand charisma, Journal of Retailing and Consumer Services, 2019.

Cite this article

Liang,Y. (2023). The Research on Chanel's Strategy of Using Celebrity Images to Enrich the Brand Narrative. Advances in Economics, Management and Political Sciences,35,178-185.

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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

ISBN：978-1-83558-091-2(Print) / 978-1-83558-092-9(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.35
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. M. Zheng, Self-construction of female body image, Central Academy of Fine Arts, 2011.

[2]. C. X. Peng, Research on brand narrative theory: the construction and communication of brand story, Wuhan University, 2011.

[3]. Vicente, translated by Qian Yong and Zhang Chaoqun: Legendary Brands: Interpwereting the Charm of Narrative and Creating a Winning Market Strategy, 2004.

[4]. J. Q. Tan, The Development of Narrative Theory and Aesthetic Cultural Narration, Ideological front, 2002.

[5]. L. H. Yu, "Narrative" becomes the beauty of "brand", National Business Intelligence (Theoretical Research), 2010.

[6]. Q. Y. Li, Luxury narrative research, Shanghai Normal University, 2009.

[7]. J. Fanning, Tell Me a Story: The Future of Branding, Irish Marketing Review, 1999.

[8]. M. A. Parmentier, The pitfalls of fame: insights from human brands, ACR North Am, 2010.

[9]. M. Thomson, Human brands: investigating antecedents to consumers’ strong attachments to celebrities, Market, 2006.

[10]. P. Walsh, A. Williams, To extend or not extend a human brand: an analysis of perceived fit and attitudes toward athlete brand extensions, Sport Manag, 2017.

[11]. X. Y. Lu, Research on visual consumption culture of Chanel brand. Lanzhou University, 2015.

[12]. X. X. Zhou, Exploring the Emotional Appeal of Advertising: Research from the Psychology Lab.Xiamen University Press, 2009.

[13]. W. Liu, X. X. Wang, Cutting-edge research on the consumption behavior, community culture and psychological characteristics of fans as extraordinary consumers, Foreign Economics and Management, 2011.

[14]. X. J. Zhu, L. F. Teng, L. Foti, Y. G. Yuan, Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation, Journal of Business Research, 2019.

[15]. L. Liu, Research on the influence of traditional celebrity and Internet celebrity endorsements on purchase intention, Southwestern University of Finance and Economics, 2021.

[16]. W. R. Semaan, N. Ashill, P. Williams, Sophisticated, iconic and magical: A qualitative analysis of brand charisma, Journal of Retailing and Consumer Services, 2019.

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