Citation

Chan, Tak Jie and Si, Chong En and Azizul Hasni, Intan Nur Elissa and G. Lacap, Jean Paolo and Solyom, Andrea (2025) The Influence of Celebrity Reputation Attributes and Promotional Communication on Consumer Purchase Behaviour in Fashion Industry. Jurnal Komunikasi: Malaysian Journal of Communication, 41 (2). pp. 541-562. ISSN 2289-1528

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Abstract

In the dynamic and competitive landscape, the use of celebrity endorsements has been a prominent strategy among the fashion retailers. Celebrity endorsements are seen as symbolic cues and play a significant role in influencing consumers buying decisions on fashion products. This research seeks to study the impact of celebrity reputation attributes (communication skills, influence, authenticity, expertise) and promotional communication on the consumer purchase behaviour of fashion products. The stimulus-response (S-R) model was used to guide the study. An online survey was conducted via Google Forms, and 250 valid responses from respondents who met the criteria were collected. The study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the hypotheses and the findings indicated the authenticity of the celebrity reputation attribute is the most significant predictor that influences consumer purchase behaviour, followed by expertise. However, communication skills and celebrity influence were found to have no significant impact on purchase behavior. In addition, promotional communication was found to positively influence the purchase behaviour of fashion consumers. This study contributes to marketing communication scholarship by examining celebrity reputation elements, offering a unique perspective compared to the commonly studied attributes derived from the source credibility framework. The study urges fashion retailers to carefully select celebrities based on their reputation to avoid negative publicity or word-of-mouth that could harm the brand and threaten business sustainability.

Item Type:	Article
Uncontrolled Keywords:	Celebrity reputation, promotional communication, purchase behaviour, fashion retailers, strategic marketing communication
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	Faculty of Applied Communication (FAC)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	29 Jul 2025 06:12
Last Modified:	01 Aug 2025 04:29
URII:	http://shdl.mmu.edu.my/id/eprint/14395

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