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

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journal contribution
posted on 2022-03-08, 17:02 authored by Maria Teresa Cuomo, Pantea Foroudi, Debora Tortora, Shahzeb Hussain, T.C. Melewar
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.


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  • VoR (Version of Record)


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

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Cardiff Met Affiliation

  • Cardiff School of Management

Cardiff Met Research Centre/Group

  • Welsh Centre for Business and Management Research

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