Artikel
Linking celebrity endorsement and luxury brand purchase intentions through signaling theory: A serial-mediation model involving psychological ownership, brand trust and brand attitude
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.
- Sprache
-
Englisch
- Erschienen in
-
Journal: Pakistan Journal of Commerce and Social Sciences (PJCSS) ; ISSN: 2309-8619 ; Volume: 15 ; Year: 2021 ; Issue: 3 ; Pages: 586-613 ; Lahore: Johar Education Society, Pakistan (JESPK)
- Klassifikation
-
Wirtschaft
- Thema
-
celebrity endorsement
psychological ownership
brand trust
brand attitude
signaling theory
luxury brand purchase intentions
Pakistan
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Sanan Waheed Khan
Zaman, Umer
- Ereignis
-
Veröffentlichung
- (wer)
-
Johar Education Society, Pakistan (JESPK)
- (wo)
-
Lahore
- (wann)
-
2021
- Handle
- Letzte Aktualisierung
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10.03.2025, 11:41 MEZ
Datenpartner
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Artikel
Beteiligte
- Sanan Waheed Khan
- Zaman, Umer
- Johar Education Society, Pakistan (JESPK)
Entstanden
- 2021
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