sofia c. cervantes
Beyond the Label
“The club goer buying a bottle to share with friends behind the velvet rope of the VIP section may not realize he has a connection to a farmer in a Mexican field, but he does.”
Insight: Lorem
Research Questions
- In the context of celebrity-owned tequila brands, how does a celebrity’s perceived sincerity, passion, and authenticity impact consumer trust, brand credibility, and purchase intent?
- How do celebrity-owned tequila brands use advertising and branding to construct authenticity, and how do consumers interpret or challenge these representations?
- What ethical tensions emerge from celebrity involvement in the tequila industry, particularly in relation to cultural representation, economic power, and the commercialization of a culturally rooted product?
Methods
- Literature-based analysis
- 5 Qualitative Interviews
- In-depth brand analyses (818, Casamigos, Teremana)
- Public discourse analysis
Analytical Focus: Ethics & Celebrity Power
Lorem
Lorem