Co-design and Endorsement

  • Jochen Strähle
  • Gabriele StroblEmail author
Part of the Springer Series in Fashion Business book series (SSFB)


The purpose of this paper is to determine the success factors regarding celebrities of the music business involved in fashion advertising. That famous people have the power to help brands and products to stand out among others is proven and popular. This paper is concentrating on successful musicians and their endorsements of fashion brands and examines the benefits for both, the brand and the artist. It investigates how consumer perceives brand and artist collaboration and what factors enhance the purchase intention and increase sales. This paper is structured in the following manner: The introduction presents the research question and sets the aim for the paper, followed by the analysis of the existing literature. The paper ends with conclusions, limitations and suggestions for further research.


Celebrity endorsement Co-design Branding Identity Advertising Marketing Music Hip-hop 


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Copyright information

© Springer Nature Singapore Pte Ltd. 2018

Authors and Affiliations

  1. 1.School of Textiles and DesignReutlingen UniversityReutlingenGermany

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