The Moderating Effect of Attachment Styles on the Relationship Between Celebrity Credibility and Brand Attachment

Namrata and Yadvinder Parmar

Global Business Review, 2025, vol. 26, issue 5, 1264-1283

Abstract: The current study aims to address the triadic relationship among the celebrity endorser, consumer and brand. The objective of this study is to investigate the influence of moderating role of attachment style dimensions on the relationship between the celebrity endorser traits and brand attachment. This study applies associative network theory and attachment theory to build the theoretical framework of the study. Data were gathered using a sample of 484 respondents. AMOS was used to employ structural equation modelling to test the hypotheses of the study. The results of the study reveal that celebrity expertise and trustworthiness are likely to enhance consumer brand attachment, whereas celebrity attractiveness does not lead to building brand attachment. It also discloses that both the dimensions of attachment style, namely anxiety and avoidance, have a moderating impact on the relationship between celebrity endorser traits and brand attachment. This study provides multiple implications for the marketing practitioners and academicians.

Keywords: Attachment styles; brand attachment; celebrity credibility; India; moderation (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:26:y:2025:i:5:p:1264-1283

DOI: 10.1177/09721509211044334

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