IDEAS home Printed from https://ideas.repec.org/a/ids/ijemre/v15y2024i4p501-517.html
   My bibliography  Save this article

Purchasing celebrity-endorsed brands as a way of self-presentation

Author

Listed:
  • Xiaofan Yue
  • Nawal Hanim Abdullah
  • Mass Hareeza Ali
  • Raja Nerina Raja Yusof

Abstract

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.

Suggested Citation

  • Xiaofan Yue & Nawal Hanim Abdullah & Mass Hareeza Ali & Raja Nerina Raja Yusof, 2024. "Purchasing celebrity-endorsed brands as a way of self-presentation," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 15(4), pages 501-517.
    • Handle: RePEc:ids:ijemre:v:15:y:2024:i:4:p:501-517
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=139381
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijemre:v:15:y:2024:i:4:p:501-517. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=43 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.