Influencer-brand fit and brand dilution in China’s luxury market: the moderating role of self-concept clarity

As influencer marketing becomes increasingly popular among luxury brands, concerns have arisen regarding the selection of appropriate influencers to represent specific brands. This research examines how a poor fit between influencers and the luxury brands they endorse can lead to brand attitude dilution, which in turn could influence consumers’ WOM and purchase intentions. We also considered whether self-concept clarity, an individual trait regarding clarity of self-beliefs, moderates this effect. A web-based survey was conducted to assess attitudes toward luxury brands’ influencer endorsements in China. The results showed that consumer perceptions of a poor fit between influencer and endorsed luxury brand leads to dissatisfaction with the brand’s endorsement and dilution of the brand, which in turn negatively affects one’s purchase intentions toward the brand and WOM intentions toward the brand’s activity related to the endorsement. This study also revealed that the effects of a poor fit on brand attitude dilution via dissatisfaction is moderated by self-concept clarity. This study highlights the importance of the influencer-brand relationship while considering consumer characteristics to design effective influencer marketing campaigns.