Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption

Maria Teresa Cuomo, Pantea Foroudi, Debora Tortora, Shahzeb Hussain and T.C. Melewar
Additional contact information
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

Sustainability, 2019, vol. 11, issue 23, 1-21

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.

Keywords: celebrity endorsement; brand attitude; luxury brand value; sustainable consumption (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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