Date of Award

2026

Document Type

Dissertation - Restricted Access (SIA Only)

Degree Name

Master of Arts (MA)

Department

Luxury Business

Abstract

This study explores how K-pop idol endorsements influence emotional connection and purchase intention among Generation Z luxury consumers in China. As the luxury market continues to evolve, emotionally driven brand building has become essential for attracting younger consumers. K-pop idols, with their strong cultural resonance and emotional appeal, offer luxury brands a powerful tool for building brand relevance and emotional loyalty. Drawing on emotional branding theory, celebrity endorsement models, and parasocial interaction theory, the study constructs a pathway model of idol endorsement → emotional connection → purchase intention.

A quantitative research design was employed, using structured questionnaires distributed to 149 Chinese Gen Z respondents. The data were analysed through reliability testing, correlation analysis, and linear regression modelling. The results support both hypotheses: first, that idol endorsements significantly enhance consumers’ emotional connection to luxury brands; second, that emotional connection positively influences purchase intention. Findings suggest that trust in idols, emotional identification, and brand interaction, particularly via platforms such as Weibo and Xiaohongshu, play a key role in shaping consumer behaviour.

This study offers two primary contributions: theoretically, it extends emotional branding and endorsement theories to the context of Chinese Gen Z and K-pop idol culture. Practically, it provides insights for luxury brands seeking to design emotionally resonant marketing strategies that go beyond visibility to cultivate long-term consumer relationships.

In the end, the study demonstrates how idol endorsements may add to emotional value and convert it into actual purchasing power in China's luxury market. Emotional value is particularly significant in a market where brand meaning is becoming more linked to identity, cultural belonging, and emotional resonance.

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