Consumer Happiness Toward Celebrity Endorsement: Attitude Toward the Brands

Abstract

This study analysed how celebrity worship and closeness influence consumer attitudes toward a brand and their impact on consumer happiness in the fashion industry. The study utilized a sample of 157 Portuguese consumers and applied partial least squares (PLS) analysis to test the conceptual model hypothesis. The findings indicate that celebrity worship and perceived closeness positively impact consumer attitudes toward the brand, positively influencing consumer happiness. These results highlight the significance of implementing effective celebrity endorsement strategies for marketing practitioners in the fashion industry and provide valuable insights for academics. By emphasizing the role of emotional engagement in enhancing consumer happiness, the study offers valuable comprehension for marketing practitioners aiming to strengthen brand happiness and for academics exploring the dynamics of consumer-brand relationships.