The Influence Of Celebrity Endorsement On Luxury Brand Trust And Loyalty: An Empirical Investigation

Abstract

This Study Investigates The Effect Of Celebrity Endorsement On Luxury Brand Trust And Loyalty Among Consumers. Drawing On Source Credibility Theory And Signaling Theory, The Research Examines How Celebrity Endorser Credibility (trustworthiness, Attractiveness, Expertise) Influences Consumer Perceptions Of Brand Trust And Loyalty. Using A Structured Survey, Hypotheses Were Tested With Partial Least Squares Structural Equation Modeling (PLS-SEM). Results Indicate That Celebrity Endorsement Significantly Impacts Brand Trust And Loyalty Both Directly And Via Mediators Such As Psychological Ownership And Brand Attitude. Findings Offer Theoretical Advances And Managerial Insights For Luxury Marketing Strategies.

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