Celebrity endorsement and the attitude towards luxury brands for a sustainable consumption
Article
Cuomo, M., Foroudi, P., Tortora, D., Hussain, S. and Melewar, T. 2019. Celebrity endorsement and the attitude towards luxury brands for a sustainable consumption. Sustainability. 11 (23). https://doi.org/10.3390/su11236791
Type | Article |
---|---|
Title | Celebrity endorsement and the attitude towards luxury brands for a sustainable consumption |
Authors | Cuomo, M., Foroudi, P., Tortora, D., Hussain, S. and Melewar, T. |
Abstract | 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. |
Keywords | celebrity endorsement; brand attitude; luxury brand value; sustainable consumption |
Publisher | MDPI AG |
Journal | Sustainability |
ISSN | |
Electronic | 2071-1050 |
Publication dates | |
Online | 29 Nov 2019 |
01 Dec 2019 | |
Publication process dates | |
Submitted | 01 Nov 2019 |
Accepted | 26 Nov 2019 |
Deposited | 28 Nov 2019 |
Output status | Published |
Publisher's version | License File Access Level Open |
Copyright Statement | © 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. |
Additional information | This article belongs to the Special Issue: Attitude towards luxury brands and sustainable development: new challenges for business |
Digital Object Identifier (DOI) | https://doi.org/10.3390/su11236791 |
Language | English |
https://repository.mdx.ac.uk/item/88q28
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