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The Moderating Effect of Attachment Styles on the Relationship Between Celebrity Credibility and Brand Attachment

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  • Namrata
  • Yadvinder Parmar

Abstract

The current study aims to address the triadic relationship among the celebrity endorser, consumer and brand. The objective of this study is to investigate the influence of moderating role of attachment style dimensions on the relationship between the celebrity endorser traits and brand attachment. This study applies associative network theory and attachment theory to build the theoretical framework of the study. Data were gathered using a sample of 484 respondents. AMOS was used to employ structural equation modelling to test the hypotheses of the study. The results of the study reveal that celebrity expertise and trustworthiness are likely to enhance consumer brand attachment, whereas celebrity attractiveness does not lead to building brand attachment. It also discloses that both the dimensions of attachment style, namely anxiety and avoidance, have a moderating impact on the relationship between celebrity endorser traits and brand attachment. This study provides multiple implications for the marketing practitioners and academicians.

Suggested Citation

  • Namrata & Yadvinder Parmar, 2025. "The Moderating Effect of Attachment Styles on the Relationship Between Celebrity Credibility and Brand Attachment," Global Business Review, International Management Institute, vol. 26(5), pages 1264-1283, October.
    • Handle: RePEc:sae:globus:v:26:y:2025:i:5:p:1264-1283
    DOI: 10.1177/09721509211044334
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