Celebrity endorsement and the attitude towards luxury brands for a sustainable consumption
Cuomo, Maria Teresa
Melewar, T. C.
MetadataDangos cofnod eitem llawn
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.
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.
Dynodwr Gwrthrych Digidol (DOI)https://doi.org/10.3390/su11236791
Article published in Sustainability on 29 November 2019, available open access at: https://doi.org/10.3390/su11236791.
Cardiff Metropolitan University (Grant ID: Cardiff Metropolian (Internal))
Yn dangos eitemau sy’n perthyn drwy deitl, awdur, pwnc a chrynodeb.
Thomas, Maria (Cardiff Metropolitan University, 2010)Hotel restaurants are not only perceived by the general public to be bland, dull and almost anonymous establishments but in some cases can suffer from a corporate management culture that portrays them as a necessary evil ...
Tansey, Marcus (Cardiff Metropolitan University, 2017-04)Competition amongst firms is intense within the fashion industry, with more options for the consumer than ever before. Firms are altering their brand strategies to adopt and manage this increase in competition with an ...
Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility Hussain, Shahzeb; Melewar, T. C.; Priporas, Constantinos-Vasilios; Foroudi, Pantea (Elsevier, 2020-01-15)Drawing on signalling theory, this study aims to fill a gap in knowledge by examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility, both directly and based on the ...