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

Cuomo, Maria Teresa, Foroudi, Pantea ORCID logoORCID: https://orcid.org/0000-0003-4000-7023, Tortora, Debora, Hussain, Shahzeb and Melewar, T. C. (2019) Celebrity endorsement and the attitude towards luxury brands for a sustainable consumption. Sustainability, 11 (23) , 6791. ISSN 2071-1050 [Article] (doi:10.3390/su11236791)

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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 a 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 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 increase purchase intentions of luxury sustainable 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.

Item Type: Article
Additional Information: This article belongs to the Special Issue: Attitude towards luxury brands and sustainable development: new challenges for business
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 28370
Notes on copyright: © 2019 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license.
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Depositing User: Pantea Foroudi
Date Deposited: 28 Nov 2019 21:48
Last Modified: 10 Feb 2020 09:57
URI: https://eprints.mdx.ac.uk/id/eprint/28370

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