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The luxury market has experienced steady growth, reaching an estimated value of $352 billion in 2022, with projections suggesting an increase to $530 billion by 2030. This sector encompasses various industries such as watchmaking, jewelry, high-end automobiles, and fashion. In a competitive environment, brands deploy a range of strategies to stand out and attract consumers, including sensory marketing, personalization, exclusivity, elitism, artistic expression, nostalgia, and brand heritage.

One strategy particularly used to convey brand identity, elicit positive reactions, and stimulate purchase intention is celebrity endorsement. In the luxury sector, some brands have recently chosen rap artists to promote their products (such as Orelsan for Dior and Shay for Burberry), aiming to broaden their audience and attract a younger demographic.

This presentation aims to highlight the role of congruence or incongruence in the choice of brand ambassadors by luxury brands and the resulting consequences for brand image.