Generational Celebrity Brand Endorsement and Consumer Psychology: A Framework for Sustainable Behavioural Outcomes

Abstract

Purpose – This study aims to explore generational celebrity endorsement's impact on consumer psychology and sustainable behavioural outcomes. It walks the reader through a comprehensive model that integrates the psychological consumer responses (affection, connection and passion) mediated by the emotional aspects of brand attachment, into brand loyalty and advocacy, and links to the credibility of the celebrity endorser, generational congruence and brand image.
Design/Methodology/Approach – A structured questionnaire with 16 multi-item constructs (64 Likert scale items) was given to the 412 consumers from four generational cohorts (Gen Z, Millennials, Gen X and Boomers) of urban and semi-urban population in India. Descriptive statistics, confirmatory factor analysis (CFA), Structural equation modeling (SEM) and serial mediation analysis using the PROCESS macro (Model 6) with 5,000 bootstrap resampling were performed.
Findings – The results validate the serial mediation hypothesis of the celebrity credibility – affection – connection – passion – consumer psychology – sustainable behavioural outcomes path. The extent of generational congruence and perceived authenticity comes out as important antecedents, while the extent of brand trust and consumer satisfaction are parallel mediators. The overall model accounts for 54.7% of the variance in sustainable behavioural outcomes. When viewed by generational analysis there are significant generational differences.
Practical Implications – The study provides practical recommendations to brand managers and policy makers on the role of an endorsement of a celebrity of a particular generation and emotional involvement and the genuine brand communication in promoting sustainable consumption patterns.
Originality/Value – This research is among the first to empirically examine an integrated model of generational celebrity endorsement effects on consumer psychology and sustainable behavioural outcomes, utilising validated scales and multi-group generational analysis.