Vol. 11, Issue 9, Part C (2025)

Celebrity endorsement and emotional branding are two prominent strategies used in marketing to shape consumer perceptions and build long-term brand loyalty. Jewelry advertising, in particular, provides a strong platform for examining how feminine archetypes are represented and communicated to targeted audiences. This case study focuses on two Lebanese jewelry brands, Zoughaib & Sons and Moukarzel, which employ distinct advertising strategies: The former through celebrity endorsement featuring Haifa Wehbe, and the latter through emotional appeal in the campaign “J’ai Envie”.
The primary objective of this study is to analyze how these different approaches construct feminine identities in branding and to evaluate their psychological and cultural impact on consumer behavior. A qualitative methodology was applied, utilizing content analysis of the commercials alongside theoretical frameworks, including McCracken’s Meaning Transfer Model, Gobé’s Emotional Branding Theory, and Jung’s Archetype Theory.
The findings reveal that Zoughaib & Sons successfully project the “lover” and “ruler” archetypes through Haifa Wehbe’s seductive and dominant persona, enhancing the brand’s luxurious image and consumer loyalty. In contrast, Moukarzel’s emotional storytelling constructs the “innocent” and “explorer” archetypes, focusing on romance, individuality, and self-expression, thereby appealing to modern and aspirational women. Both strategies demonstrate that psychological associations, whether through celebrity figures or emotional connections, play a decisive role in influencing consumer perceptions and brand value.
In conclusion, the study underscores the importance of aligning marketing strategies with cultural contexts and consumer identities. It also highlights future opportunities for exploring the role of digital platforms, influencer marketing, and cross-cultural variations in shaping consumer-brand relationships.