The Influence of Celebrity Effect on Brand Image in the Internet Celebrity Economy: A Case Study of Prada Endorsed by Cai Xukun

Xinyue Yu

2025

Abstract

With the rapid development of the internet celebrity economy, celebrity endorsements have become an important means of brand marketing, and endorsers directly affect the shaping of brand image. This article takes Prada endorsed by Cai Xukun as an example to explore the in-fluence of celebrity effect on brand image. Through literature analysis and case studies, this article systematically analyzes the impact mechanism of celebrity endorsement on brand awareness, consumer cognition, and brand value. The research results indicate that as a young idol, Cai Xukun's endorsement significantly enhances Prada's brand awareness and favorability among young consumers, while also strengthening the brand's fashion and trend attributes. However, celebrity endorsements also carry certain risks, such as negative events that may have a short-term impact on the brand image. Therefore, when choosing a spokesperson, brands need to comprehensively consider their image fit and potential risks.

Paper Citation

in Harvard Style

Yu X. (2025). The Influence of Celebrity Effect on Brand Image in the Internet Celebrity Economy: A Case Study of Prada Endorsed by Cai Xukun. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 706-711. DOI: 10.5220/0014002200004916

in Bibtex Style

@conference{prmc25,
author={Xinyue Yu},
title={The Influence of Celebrity Effect on Brand Image in the Internet Celebrity Economy: A Case Study of Prada Endorsed by Cai Xukun},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={706-711},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014002200004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - The Influence of Celebrity Effect on Brand Image in the Internet Celebrity Economy: A Case Study of Prada Endorsed by Cai Xukun
SN - 978-989-758-778-8
AU - Yu X.
PY - 2025
SP - 706
EP - 711
DO - 10.5220/0014002200004916
PB - SciTePress