Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/246073 
Year of Publication: 
2021
Citation: 
[Journal:] Pakistan Journal of Commerce and Social Sciences (PJCSS) [ISSN:] 2309-8619 [Volume:] 15 [Issue:] 3 [Publisher:] Johar Education Society, Pakistan (JESPK) [Place:] Lahore [Year:] 2021 [Pages:] 586-613
Publisher: 
Johar Education Society, Pakistan (JESPK), Lahore
Abstract: 
Celebrity endorsements create a magnitude of meaningful differences among luxury brands that subsequently generate skyrocketing sales fueled bycelebrity-inspired consumer's confidence. The present study explores the impact of celebrity endorsements as a modern marketing technique on customers' purchase of luxury brands. Applyingthe signaling theory and quantitative research approach, a standardized questionnaire facilitated a survey of 300 potential buyers of luxury brandsin Pakistan. The partial-least squares structural equation model (PLS-SEM) based findings revealed that celebrity endorser has a favorable impact on consumers' perceptions of psychological ownership, brand trust and brand attitude. Notably, the customer's psychological ownership, brand trust, and brand attitude significantly mediate celebrity endorsement and luxury brand purchase intentions through multiple pathways. The presentstudy offers new insights on the theoretical and practical consequences of celebrity endorsement for luxury brands, especially pinpointing the potential mediating channels (i.e.,psychological ownership, brand trust, and brand attitude) that can significantly enhance customer's confidence and purchase intentions of luxury brands.
Subjects: 
celebrity endorsement
psychological ownership
brand trust
brand attitude
signaling theory
luxury brand purchase intentions
Pakistan
Creative Commons License: 
cc-by-nc Logo
Document Type: 
Article

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.