IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v11y2019i23p6791-d292449.html
   My bibliography  Save this article

Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption

Author

Listed:
  • Maria Teresa Cuomo

    (Department of Economics and Statistics, University of Salerno, 84084 Fisciano (SA), Italy)

  • Pantea Foroudi

    (Department of Marketing Branding & Tourism, Middlesex University, London NW4 4BT, UK)

  • Debora Tortora

    (Department of Business and Law, University of Milano-Bicocca, 20126 Milan, Italy)

  • Shahzeb Hussain

    (Cardiff Metropolitan University, Cardiff CF5 2YB, UK)

  • T.C. Melewar

    (Department of Marketing Branding & Tourism, Middlesex University, London NW4 4BT, UK)

Abstract

Taking into consideration the increasing role of sustainability in the luxury industry, our study investigates the role of celebrity credibility, celebrity familiarity, luxury brand value, and brand sustainability awareness on attitude towards celebrity, brand, and purchase intention for sustainable consumption. For this, we explored relationships among these variables to test a conceptual model which is developed using existing knowledge available in academic research on this topic. Data for testing were collected from high-end retail stores in the UK about the world top luxury brands by brand value in 2019, also acknowledged for their major engagement in sustainability. Findings from a survey of 514 consumers suggest that celebrity credibility is a very strong key to increasing purchase intentions of sustainable luxury goods. The study has important implications for the expansion of current literature, theory development and business practices. Limitations of the study are also outlined, and directions for future research are considered too.

Suggested Citation

  • Maria Teresa Cuomo & Pantea Foroudi & Debora Tortora & Shahzeb Hussain & T.C. Melewar, 2019. "Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption," Sustainability, MDPI, vol. 11(23), pages 1-21, November.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:23:p:6791-:d:292449
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/11/23/6791/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/11/23/6791/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Macdonald, Emma K. & Sharp, Byron M., 2000. "Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product:: A Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 5-15, April.
    2. Das, Gopal, 2014. "Linkages of retailer awareness, retailer association, retailer perceived quality and retailer loyalty with purchase intention: A study of Indian food retail brands," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 284-292.
    3. Luuk Van Kempen, 2004. "Are the poor willing to pay a premium for designer labels? a field experiment in Bolivia," Oxford Development Studies, Taylor & Francis Journals, vol. 32(2), pages 205-224.
    4. Shao, Wei & Grace, Debra & Ross, Mitchell, 2019. "Investigating brand visibility in luxury consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 357-370.
    5. Bush, Alan J. & Martin, Craig A. & Bush, Victoria D., 2004. "Sports Celebrity Influence on the Behavioral Intentions of Generation Y," Journal of Advertising Research, Cambridge University Press, vol. 44(1), pages 108-118, March.
    6. Ding, Yulian & Veeman, Michele M. & Adamowicz, Wiktor L., 2013. "The influence of trust on consumer behavior: An application to recurring food risks in Canada," Journal of Economic Behavior & Organization, Elsevier, vol. 92(C), pages 214-223.
    7. Yogesh Upadhyay & S. K. Singh, 2010. "When Sports Celebrity Doesn'T Perfrom: How Consumers React to Celebrity Endorsement?," Vision, , vol. 14(1-2), pages 67-78, January.
    8. Kwon, Wi-Suk & Lennon, Sharron J., 2009. "Reciprocal Effects Between Multichannel Retailers’ Offline and Online Brand Images," Journal of Retailing, Elsevier, vol. 85(3), pages 376-390.
    9. Grilo, Isabel & Shy, Oz & Thisse, Jacques-Francois, 2001. "Price competition when consumer behavior is characterized by conformity or vanity," Journal of Public Economics, Elsevier, vol. 80(3), pages 385-408, June.
    10. Johannes Knoll & Jörg Matthes, 2017. "The effectiveness of celebrity endorsements: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 55-75, January.
    11. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    12. Zobi Khan & Yongzhong Yang & Mohsin Shafi & Ruo Yang, 2019. "Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis," Sustainability, MDPI, vol. 11(19), pages 1-19, September.
    13. Netemeyer, Richard G & Burton, Scot & Lichtenstein, Donald R, 1995. "Trait Aspects of Vanity: Measurement and Relevance to Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(4), pages 612-626, March.
    14. Zu Qian ONG, 2015. "The Impact of Celebrity Credibility on Consumer’s Purchase Intention toward the Footwear Industry in Malaysia: The Mediating Effect of Attitude toward Advertisement," Information Management and Business Review, AMH International, vol. 7(4), pages 55-63.
    15. Ilicic, Jasmina & Webster, Cynthia M., 2011. "Effects of multiple endorsements and consumer–celebrity attachment on attitude and purchase intention," Australasian marketing journal, Elsevier, vol. 19(4), pages 230-237.
    16. Kirsten Cowan & Nathalie Spielmann, 2017. "The influence of rituals on luxury product consumption: implications for brands," Journal of Brand Management, Palgrave Macmillan, vol. 24(5), pages 391-404, October.
    17. McCracken, Grant, 1989. "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 310-321, December.
    18. Nathalie Fleck & Michaël Korchia & Isabelle Le Roy, 2012. "Celebrities in Advertising: Looking for Congruence or Likability?," Post-Print hal-02291867, HAL.
    19. Michela Balconi & Roberta Sebastiani & Laura Angioletti, 2019. "A Neuroscientific Approach to Explore Consumers’ Intentions Towards Sustainability within the Luxury Fashion Industry," Sustainability, MDPI, vol. 11(18), pages 1-14, September.
    20. Lafferty, Barbara A., 2007. "The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility," Journal of Business Research, Elsevier, vol. 60(5), pages 447-453, May.
    21. Bian, Qin & Forsythe, Sandra, 2012. "Purchase intention for luxury brands: A cross cultural comparison," Journal of Business Research, Elsevier, vol. 65(10), pages 1443-1451.
    22. Kwon, Wi-Suk & Lennon, Sharron J., 2009. "What induces online loyalty? Online versus offline brand images," Journal of Business Research, Elsevier, vol. 62(5), pages 557-564, May.
    23. Lafferty, Barbara A. & Goldsmith, Ronald E., 1999. "Corporate Credibility's Role in Consumers' Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad," Journal of Business Research, Elsevier, vol. 44(2), pages 109-116, February.
    24. Shukla, Paurav, 2011. "Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: Measuring interfunctional interactions and a cross-national comparison," Journal of World Business, Elsevier, vol. 46(2), pages 242-252, April.
    25. Kahle, Lynn R & Homer, Pamela M, 1985. "Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(4), pages 954-961, March.
    26. Yu, Qionglei & Foroudi, Pantea & Gupta, Suraksha, 2019. "Far apart yet close by: Social media and acculturation among international students in the UK," Technological Forecasting and Social Change, Elsevier, vol. 145(C), pages 493-502.
    27. Campbell, Margaret C & Keller, Kevin Lane, 2003. "Brand Familiarity and Advertising Repetition Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 292-304, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Moldovan Răzvan A. & Ciornea Raluca, 2019. "The Effect of Online Unpaid Reviews made by Renowned Vloggers: the Case of Smartphones," Marketing – from Information to Decision Journal, Sciendo, vol. 2(2), pages 18-34, December.
    2. Muhammad Tanveer & Abdul-Rahim Ahmad & Haider Mahmood & Ikram Ul Haq, 2021. "Role of Ethical Marketing in Driving Consumer Brand Relationships and Brand Loyalty: A Sustainable Marketing Approach," Sustainability, MDPI, vol. 13(12), pages 1-17, June.
    3. Watanabe, Chihiro & Akhtar, Waleed & Tou, Yuji & Neittaanmäki, Pekka, 2022. "A new perspective of innovation toward a non-contact society - Amazon's initiative in pioneering growing seamless switching," Technology in Society, Elsevier, vol. 69(C).
    4. Sérgio Nunes & Philip Cooke & Fábio Tomaz, 2022. "Celebrities and GreenSphere tourism," Regional Science Policy & Practice, Wiley Blackwell, vol. 14(3), pages 627-643, June.
    5. Zahra MajlesiRad & Abdol Hamid Haji pour Shoushtari, 2020. "Analysis of the impact of social network sites and eWOM marketing, considering the reinforcing dimensions of the concept of luxury, on tendency toward luxury brand," Future Business Journal, Springer, vol. 6(1), pages 1-19, December.
    6. Carmen Bălan, 2020. "How Does Retail Engage Consumers in Sustainable Consumption? A Systematic Literature Review," Sustainability, MDPI, vol. 13(1), pages 1-25, December.
    7. Shahzeb Hussain & T. C. Melewar & Constantinos-Vasilios Priporas & Pantea Foroudi & Waleed Yusef, 2021. "Understanding Celebrity Trust and Its Effects on Other Credibility and Image Constructs: A Qualitative Approach," Corporate Reputation Review, Palgrave Macmillan, vol. 24(4), pages 247-262, November.
    8. Shi-Zhu Liang & Meng-Hsiang Hsu & Tung-Hsiang Chou, 2022. "Effects of Celebrity–Product/Consumer Congruence on Consumer Confidence, Desire, and Motivation in Purchase Intention," Sustainability, MDPI, vol. 14(14), pages 1-17, July.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Johannes Knoll & Jörg Matthes, 2017. "The effectiveness of celebrity endorsements: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 55-75, January.
    2. Băcilă Mihai F. & Ciornea Raluca & Drule Alexandra M. & Cohut Andreea M., 2019. "Investigation of the Attitudes Towards Celebrities Endorsed Advertisements – Audience Groups Comparison," Marketing – from Information to Decision Journal, Sciendo, vol. 2(2), pages 5-17, December.
    3. Ramendra Pratap Singh & Neelotpaul Banerjee, 2018. "Exploring the Influence of Celebrity Credibility on Brand Attitude, Advertisement Attitude and Purchase Intention," Global Business Review, International Management Institute, vol. 19(6), pages 1622-1639, December.
    4. Li, Fajin & Cheng-Xi Aw, Eugene & Wei-Han Tan, Garry & Cham, Tat-Huei & Ooi, Keng-Boon, 2022. "The Eureka moment in understanding luxury brand purchases! A non-linear fsQCA-ANN approach," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    5. Halder, Deepa & Pradhan, Debasis & Roy Chaudhuri, Himadri, 2021. "Forty-five years of celebrity credibility and endorsement literature: Review and learnings," Journal of Business Research, Elsevier, vol. 125(C), pages 397-415.
    6. Ajitha, S. & Sivakumar, V.J., 2017. "Understanding the effect of personal and social value on attitude and usage behavior of luxury cosmetic brands," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 103-113.
    7. Erfgen, Carsten & Zenker, Sebastian & Sattler, Henrik, 2015. "The vampire effect: When do celebrity endorsers harm brand recall?," International Journal of Research in Marketing, Elsevier, vol. 32(2), pages 155-163.
    8. Carsten Erfgen & Henrik Sattler & Isabel Victoria Villeda, 2016. "Effects of Celebrity Endorsers for Multiple Brands on Attitudes and Purchase Intentions," Schmalenbach Business Review, Springer;Schmalenbach-Gesellschaft, vol. 17(1), pages 49-67, April.
    9. Zhu, Xiajing & Teng, Lefa & Foti, Lianne & Yuan, Yige, 2019. "Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation," Journal of Business Research, Elsevier, vol. 103(C), pages 301-309.
    10. Albert, Noël & Ambroise, Laure & Valette-Florence, Pierre, 2017. "Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?," Journal of Business Research, Elsevier, vol. 81(C), pages 96-106.
    11. Hall, Matthew J. & Carlson, Les & Gentry, James W., 2024. "“Aha! I knew that voice sounded familiar!”: Recognizing a non-identified voice-over endorser increases ad enjoyment via moments of insight," Journal of Business Research, Elsevier, vol. 174(C).
    12. Chandan Andanesh Chavadi & Monika Sirothiya & Vishwanatha M.R. & Prashant V. Yatgiri, 2024. "Analysing the Moderating Effects of Product Involvement and Endorsement Type on Consumer Buying Behaviour: An Empirical Study on Youth Perspective," IIM Kozhikode Society & Management Review, , vol. 13(2), pages 184-209, July.
    13. Zu Qian ONG, 2015. "The Impact of Celebrity Credibility on Consumer’s Purchase Intention toward the Footwear Industry in Malaysia: The Mediating Effect of Attitude toward Advertisement," Information Management and Business Review, AMH International, vol. 7(4), pages 55-63.
    14. Jiayu Qian & Jee-Sun Park, 2021. "Influencer-brand fit and brand dilution in China’s luxury market: the moderating role of self-concept clarity," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 199-220, March.
    15. Nilesh Arora & Sanjeev Prashar & Chandan Parsad & Sai Vijay Tata, 2019. "Influence of celebrity factors, consumer attitude and involvement on shoppers’ purchase intention using hierarchical regression," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 46(3), pages 179-195, September.
    16. El Hedhli, Kamel & Zourrig, Haithem & Becheur, Imene, 2021. "Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    17. Mohammadhossein Soleimani & Mahdokht Safarpour & Javad Tahmasebi & Seyed Mohammad Mirmahdi Komejani, 2020. "The Effect of Celebrity Endorsement on Brand Reputation: Α Case Study," International Journal of Finance, Insurance and Risk Management, International Journal of Finance, Insurance and Risk Management, vol. 10(4), pages 68-80.
    18. Campbell, Colin & Farrell, Justine Rapp, 2020. "More than meets the eye: The functional components underlying influencer marketing," Business Horizons, Elsevier, vol. 63(4), pages 469-479.
    19. Yogesh Upadhyay & S. K. Singh, 2010. "When Sports Celebrity Doesn'T Perfrom: How Consumers React to Celebrity Endorsement?," Vision, , vol. 14(1-2), pages 67-78, January.
    20. Pallavi Dogra & Rishi Raj Sharma, 2019. "Modelling the Effects of Financial Services Advertising on Financial Product Purchase: An Empirical Validation," Vision, , vol. 23(4), pages 418-431, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:11:y:2019:i:23:p:6791-:d:292449. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.