تأثير تأييد المشاهير على قيمة العلامة التجارية للعطور الفاخرة: دراسة تطبيقية على Chanel N°5 في الجزائر

This study aims to analyze the impact of celebrity endorsements on brand equity in the luxury goods sector, focusing on a sample of Chanel N°5 consumers in Algeria. This was done by measuring the impact of celebrity characteristics (attractiveness, credibility, experience, fame, trustworthiness, and brand affinity) on the dimensions of brand equity (brand awareness, perceived quality, strengthening brand loyalty, and emotional attachment), and testing the impact of demographic variables (age, educational level, income) on the effectiveness of this impact. To obtain the study data, an electronic questionnaire was distributed, and 140 questionnaires were retrieved. These questionnaires were statistically processed and analyzed using SPSS version 25. The results showed that celebrity endorsement has a clear positive impact on brand awareness and on enhancing perceived quality in the minds of consumers. It also plays a role in increasing brand loyalty and building an emotional connection between consumers and luxury brands. The effectiveness of this impact also appears to vary depending on demographic variables, as a varying impact of celebrity endorsement was found depending on educational level and monthly income, while no significant difference was found related to age.