Celebrity endorsement and the attitude towards luxury brands for a sustainable consumption

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Author
Cuomo, Maria Teresa
Foroudi, Pantea
Hussain, Shahzeb
Tortora, Debora
Melewar, T. C.
Date
2019-11-29Acceptance date
2019-11-26
Type
Article
Publisher
MDPI
ISSN
2071-1050
Metadata
Show full item recordAbstract
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.
Journal/conference proceeding
Sustainability;
Citation
Cuomo, M.T., Foroudi, P., Tortora, D., Hussain, S. and Melewar, T.C. (2019) 'Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption', Sustainability, 11(23), p.6791. DOI: 10.3390/su11236791.
Description
Article published in Sustainability on 29 November 2019, available open access at: https://doi.org/10.3390/su11236791.
Sponsorship
Cardiff Metropolitan University (Grant ID: Cardiff Metropolian (Internal))
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