Purchasing celebrity-endorsed brands as a way of self-presentation
The effectiveness of celebrity endorsement is a much-discussed topic in marketing, and this article aims to relate the celebrity's status, reputation and congruence with the consumer's ideal self to the brand's status, reputation and congruence to the consumers' ideal self. Thus,...
| Main Authors: | , , , |
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| Format: | Article |
| Published: |
Inderscience Publishers
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/116687/ |
| _version_ | 1848867069374758912 |
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| author | Yue, Xiaofan Abdullah, Nawal Hanim Ali, Mass Hareeza Raja Yusof, Raja Nerina |
| author_facet | Yue, Xiaofan Abdullah, Nawal Hanim Ali, Mass Hareeza Raja Yusof, Raja Nerina |
| author_sort | Yue, Xiaofan |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | The effectiveness of celebrity endorsement is a much-discussed topic in marketing, and this article aims to relate the celebrity's status, reputation and congruence with the consumer's ideal self to the brand's status, reputation and congruence to the consumers' ideal self. Thus, because of these brands' attributes and relation to the consumer's ideal self, consumers who need to use brands for self-presentation may have higher purchase intentions (PIs) and celebrity-endorsed brands. We used 245 survey samples to prove that a celebrity's status, reputation and congruence with the consumer's ideal self can be transferred to the endorsed brands, and the brand's status, reputation, and ideal self-congruity are positively related to the consumer's PIs. The consumer's need for self-presentation mediates the relationship between the brand's status and PIs and the relationship between brand ideal self-congruity and PIs. |
| first_indexed | 2025-11-15T14:30:38Z |
| format | Article |
| id | upm-116687 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-15T14:30:38Z |
| publishDate | 2024 |
| publisher | Inderscience Publishers |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1166872025-04-15T01:22:26Z http://psasir.upm.edu.my/id/eprint/116687/ Purchasing celebrity-endorsed brands as a way of self-presentation Yue, Xiaofan Abdullah, Nawal Hanim Ali, Mass Hareeza Raja Yusof, Raja Nerina The effectiveness of celebrity endorsement is a much-discussed topic in marketing, and this article aims to relate the celebrity's status, reputation and congruence with the consumer's ideal self to the brand's status, reputation and congruence to the consumers' ideal self. Thus, because of these brands' attributes and relation to the consumer's ideal self, consumers who need to use brands for self-presentation may have higher purchase intentions (PIs) and celebrity-endorsed brands. We used 245 survey samples to prove that a celebrity's status, reputation and congruence with the consumer's ideal self can be transferred to the endorsed brands, and the brand's status, reputation, and ideal self-congruity are positively related to the consumer's PIs. The consumer's need for self-presentation mediates the relationship between the brand's status and PIs and the relationship between brand ideal self-congruity and PIs. Inderscience Publishers 2024-07-02 Article PeerReviewed Yue, Xiaofan and Abdullah, Nawal Hanim and Ali, Mass Hareeza and Raja Yusof, Raja Nerina (2024) Purchasing celebrity-endorsed brands as a way of self-presentation. International Journal of Electronic Marketing and Retailing, 15 (4). p. 1. ISSN 1741-1025; eISSN: 1741-1033 https://www.inderscience.com/offer.php?id=139381 10.1504/ijemr.2022.10050092 |
| spellingShingle | Yue, Xiaofan Abdullah, Nawal Hanim Ali, Mass Hareeza Raja Yusof, Raja Nerina Purchasing celebrity-endorsed brands as a way of self-presentation |
| title | Purchasing celebrity-endorsed brands as a way of self-presentation |
| title_full | Purchasing celebrity-endorsed brands as a way of self-presentation |
| title_fullStr | Purchasing celebrity-endorsed brands as a way of self-presentation |
| title_full_unstemmed | Purchasing celebrity-endorsed brands as a way of self-presentation |
| title_short | Purchasing celebrity-endorsed brands as a way of self-presentation |
| title_sort | purchasing celebrity-endorsed brands as a way of self-presentation |
| url | http://psasir.upm.edu.my/id/eprint/116687/ http://psasir.upm.edu.my/id/eprint/116687/ http://psasir.upm.edu.my/id/eprint/116687/ |