Celebrity Endorsements in Fashion Purchases

Title

Celebrity Endorsements in Fashion Purchases

Creator

Sampath, Bharath; Selvakumar, J. Joshua; Suganya, G.

Description

This study investigates the impact of celebrity endorsements on consumer purchase intentions in the fashion apparel sector, focusing on three key variables: celebrity likeability, which is often aligned to cultural norms, and the celebrity familiarity. Information was obtained from 100 participants across India, and chi-square analysis was applied to the hypotheses. The analysis shows that all of these factors are significantly related to attitudes toward purchasing at a less than 0.05 level of significance. Four factors were determined to have significant impact with celebrity likeability coming out strongly to support the notion that consumers buy endorsed products to emulate the celebrity. Cultural fit adds consistency to trust and identity, and familiarity enhances recall, and confidence on the brands. In view of these observations, marketers ought to look at strategic celebrity selection more intensely. The endorser choice is highly recommended to be selected in accordance with the values and preferences of the target market to have the most influence on the buying decision. This paper reveals the need to adopt targeted and culturally appropriate appeals in influencing purchase behaviour in the Indian fashion domain. 2026 selection and editorial matter, Dr. Harold Andrew Patrick and Dr. Ravichandran Krishnamoorthy; individual chapters, the contributors.

Source

Applied Research for Growth, Innovation and Sustainable Impact;pp.150-154

Date

01-01-2025

Publisher

Taylor and Francis

Subject

Celebrity endorsement; Cultural alignment; Likeability; Purchase intention; Trustworthiness

Coverage

Sampath B., Faculty of Management Studies, CMS Business School, JAIN (Deemed-to-be-University), Bangalore, India; Selvakumar J.J., Christ University, Bengaluru, India; Suganya G., Kumaraguru College of Liberal Arts and Science, Coimbatore, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 978-104075308-8; 978-104116441-8;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.1201/9781003684657-26

https://www.scopus.com/pages/publications/105032979325?origin=resultslist