IDEAS home Printed from https://ideas.repec.org/a/sae/metjou/v24y2025i2p173-182.html

Exploring the Link Between Stability and Brand Loyalty: Insights from Celebrity Personal Brand

Author

Listed:
  • Shibin K
  • Abdul Azees P

Abstract

Personal brand authenticity has received considerable attention in the marketing research. The purpose of the study is to examine how celebrity brand loyalty is impacted by the different dimensions of stability, such as morality, honesty, and consistency. The prior studies in this area explain the antecedents and consequences of personal brand authenticity, but the impact of stability dimensions (an antecedent of personal brand authenticity) on celebrity brand loyalty (a consequence of personal brand authenticity) is unexplained by the available literature. The study is conducted using primary data collected from the samples collected from 286 respondents, randomly selected from the Kerala state of India. Those who follow a celebrity from the film industry are included as respondents. The analysis of the data is done using Structural Equation Modelling. A multigroup analysis was done to test the moderating effect of celebrity gender on these study relationships. It is found that consistency, candidness, and morality are positively affecting their brand loyalty. The result of the multigroup showed no significant difference between male and female celebrity gender groups regarding the studied relations. Thus, celebrities and other professionals can manage their personal brand by maintaining stable actions.

Suggested Citation

  • Shibin K & Abdul Azees P, 2025. "Exploring the Link Between Stability and Brand Loyalty: Insights from Celebrity Personal Brand," Metamorphosis: A Journal of Management Research, , vol. 24(2), pages 173-182, December.
    • Handle: RePEc:sae:metjou:v:24:y:2025:i:2:p:173-182
    DOI: 10.1177/09726225251320718
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/09726225251320718
    Download Restriction: no
    File URL: https://libkey.io/10.1177/09726225251320718?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Nathan Klaus & Ainsworth Anthony Bailey, 2008. "Celebrity Endorsements: An Examination of Gender and Consumers’ Attitudes," American Journal of Business, Emerald Group Publishing, vol. 23(2), pages 53-61.
    2. Nitin Gupta & Prem Vrat & Ravindra Ojha, 2023. "People Quality Measurement in Service Industry: A New Approach," Metamorphosis: A Journal of Management Research, , vol. 22(1), pages 55-72, June.
    3. Kim, Do Yuon & Kim, Hye-Young, 2021. "Trust me, trust me not: A nuanced view of influencer marketing on social media," Journal of Business Research, Elsevier, vol. 134(C), pages 223-232.
    4. Osorio, Maria Lucila & Centeno, Edgar & Cambra-Fierro, Jesus, 2023. "An empirical examination of human brand authenticity as a driver of brand love," Journal of Business Research, Elsevier, vol. 165(C).
    5. Audrezet, Alice & de Kerviler, Gwarlann & Guidry Moulard, Julie, 2020. "Authenticity under threat: When social media influencers need to go beyond self-presentation," Journal of Business Research, Elsevier, vol. 117(C), pages 557-569.
    6. Veronika Tarnovskaya, 2017. "Reinventing Personal Branding Building a Personal Brand through Content on YouTube," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 3(1), pages 29-35, November.
    7. Hyun, Hyowon & Park, JungKun & Hong, Eunpyo, 2024. "Enhancing brand equity through multidimensional brand authenticity in the fashion retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    8. Rukhsana Gul Gilal & Faheem Gul Gilal & Naeem Gul Gilal, 2024. "Beauty and the brands: the interplay of celebrity attractiveness, brand envy, and social comparison in shaping masstige brand passion in hospitality," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 251-264, May.
    9. Akiko Arai & Yong Jae Ko & Stephen Ross, 2014. "Branding athletes: Exploration and conceptualization of athlete brand image," Sport Management Review, Taylor & Francis Journals, vol. 17(2), pages 97-106, April.
    10. Randall L. Rose & Stacy L. Wood, 2005. "Paradox and the Consumption of Authenticity through Reality Television," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(2), pages 284-296, September.
    11. Arai, Akiko & Ko, Yong Jae & Ross, Stephen, 2014. "Branding athletes: Exploration and conceptualization of athlete brand image," Sport Management Review, Elsevier, vol. 17(2), pages 97-106.
    12. Napoli, Julie & Dickinson, Sonia J. & Beverland, Michael B. & Farrelly, Francis, 2014. "Measuring consumer-based brand authenticity," Journal of Business Research, Elsevier, vol. 67(6), pages 1090-1098.
    13. Fuller, Christie M. & Simmering, Marcia J. & Atinc, Guclu & Atinc, Yasemin & Babin, Barry J., 2016. "Common methods variance detection in business research," Journal of Business Research, Elsevier, vol. 69(8), pages 3192-3198.
    14. David Boyd, 2011. "Art and Artifice in Public Apologies," Journal of Business Ethics, Springer, vol. 104(3), pages 299-309, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Osorio, Maria Lucila & Centeno, Edgar & Cambra-Fierro, Jesus, 2023. "An empirical examination of human brand authenticity as a driver of brand love," Journal of Business Research, Elsevier, vol. 165(C).
    2. Benevento, Elisabetta & Aloini, Davide & Roma, Paolo & Bellino, Davide, 2025. "The impact of influencers on brand social network growth: Insights from new product launch events on Twitter," Journal of Business Research, Elsevier, vol. 189(C).
    3. Kumar, Vikas & Kaushal, Vikrant, 2021. "Perceived brand authenticity and social exclusion as drivers of psychological brand ownership," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    4. Robert Zniva & Wolfgang J. Weitzl & Christina Lindmoser, 2023. "Be constantly different! How to manage influencer authenticity," Electronic Commerce Research, Springer, vol. 23(3), pages 1485-1514, September.
    5. Fabian Bartsch & Katharina Petra Zeugner-Roth & Constantine S. Katsikeas, 2022. "Consumer authenticity seeking: conceptualization, measurement, and contingent effects," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 296-323, March.
    6. Gwarlann Kerviler & Nico Heuvinck & Elodie Gentina, 2022. "“Make an Effort and Show Me the Love!” Effects of Indexical and Iconic Authenticity on Perceived Brand Ethicality," Journal of Business Ethics, Springer, vol. 179(1), pages 89-110, August.
    7. Cornelis, Erlinde & Peter, Paula C., 2017. "The real campaign: The role of authenticity in the effectiveness of advertising disclaimers in digitally enhanced images," Journal of Business Research, Elsevier, vol. 77(C), pages 102-112.
    8. SZIKSZAI-NÉMETH Ketrin, 2020. "Personal Branding In Team Sports Marketing," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 416-424, July.
    9. Kokkoris, Michail D. & Kamleitner, Bernadette, 2026. "Is authenticity rewarded or inauthenticity penalized? Reconsidering the value of brand authenticity," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    10. Gerrath, Maximilian H.E.E. & Usrey, Bryan, 2021. "The impact of influencer motives and commonness perceptions on follower reactions toward incentivized reviews," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 531-548.
    11. Barbu Mihai Constantin Razvan & Popescu Marius Catalin, 2018. "Branding In Sport," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 5, pages 35-41, October.
    12. Amélie Guèvremont & Bianca Grohmann, 2018. "Does brand authenticity alleviate the effect of brand scandals?," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 322-336, July.
    13. Koivunen, Kati & Haanpää, Milka Aino Annikki & Saraniemi, Saila, 2025. "“The emergence of cause-oriented influencers – conceptualizing de-influencing on TikTok”," Journal of Business Research, Elsevier, vol. 197(C).
    14. Hayes, Michelle & Filo, Kevin & Geurin, Andrea & Riot, Caroline, 2020. "An exploration of the distractions inherent to social media use among athletes," Sport Management Review, Elsevier, vol. 23(5), pages 852-868.
    15. Andonopoulos, Vasiliki & Lee, Jenny (Jiyeon) & Mathies, Christine, 2023. "Authentic isn't always best: When inauthentic social media influencers induce positive consumer purchase intention through inspiration," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    16. Tan, Yee Heng & Greene, Barbara R., 2025. "Can a 2D shark girl be an influencer? uncovering prevailing archetypes in the virtual entertainer industry," Journal of Business Research, Elsevier, vol. 186(C).
    17. Faten Aisyah Ahmad Ramli & Muhammad Iskandar Hamzah & Siti Norida Wahab & Rishabh Shekhar, 2023. "Modeling the Brand Equity and Usage Intention of QR-Code E-Wallets," FinTech, MDPI, vol. 2(2), pages 1-16, March.
    18. Brüns, Jasper David & Meißner, Martin, 2024. "Do you create your content yourself? Using generative artificial intelligence for social media content creation diminishes perceived brand authenticity," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    19. Lianren Wu & Jinjie Li & Jiayin Qi & Deli Kong & Xu Li, 2021. "The Role of Opinion Leaders in the Sustainable Development of Corporate-Led Consumer Advice Networks: Evidence from a Chinese Travel Content Community," Sustainability, MDPI, vol. 13(19), pages 1-20, October.
    20. Koles, Bernadett & Audrezet, Alice & Moulard, Julie Guidry & Ameen, Nisreen & McKenna, Brad, 2024. "The authentic virtual influencer: Authenticity manifestations in the metaverse," Journal of Business Research, Elsevier, vol. 170(C).

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    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:sae:metjou:v:24:y:2025:i:2:p:173-182. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: SAGE Publications (email available below). General contact details of provider: .

    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.