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Nowadays, the influencer marketing industry is rapidly developing and exploring new forms of influencer and business. One of this is influencer-entrepreneurs, that create their own brands to sell products. However, this concept is still not fully explored.
While more and more companies are backing up and being the business partners of these influencers, it is still not clear how consumers perceive these owned brands and whether they are a stronger alternative to the more traditional influencer endorsement activity.
In order to investigate this difference and understand which is more beneficial for the brand, a quantitative research approach has been used to show the positive effects of endorsement and ownership by an influencer, as well as understand which of the two is more effective in areas. Some hypotheses were confirmed and some findings surprised us, with some dimensions confirming the preference for ownership, while some showed some skepticism towards influencers; nevertheless, the findings might be useful for managers to plan their strategic business activities and their marketing activities in the most beneficial way.
