TY - JOUR
T1 - The relationship between consumer personality traits and celebrity personality traits
AU - Hussain, Shahzeb
AU - Khaneja, Suyash
AU - Pacholi, Kinnari
AU - Yousef, Waleed
AU - Kourtoubelides, Michael
PY - 2024/11/1
Y1 - 2024/11/1
N2 - PurposeThis study aims to examine the relationship between the personality dimensions of consumers and celebrities; the effect of celebrity personality on attitude towards the celebrity; and the effect of attitude towards the celebrity on purchase intention.Design/methodology/approachData were gathered from 400 respondents in the North of England to explore the connections between five consumer personality dimensions (agreeableness, extroversion, openness, conscientiousness and neuroticism) and nine celebrity personality dimensions (neuroticism, extroversion, openness, agreeableness, conscientiousness, sincerity, excitement, stylishness and positivity) and were analysed using structural equation modelling.FindingsThe findings suggested that some dimensions of consumer personality, i.e. conscientiousness, extroversion and openness, were significantly related to all the celebrity personality dimensions. Moreover, all the celebrity personality dimensions had a significant effect on consumers’ attitude towards the celebrity; however, only neuroticism, extroversion, openness, sincerity and positivity significantly affected purchase intention. Finally, attitude towards the celebrity had a significant effect on purchase intention.Originality/valueThe study introduces a celebrity personality scale and explores a topic that has not previously been researched.
AB - PurposeThis study aims to examine the relationship between the personality dimensions of consumers and celebrities; the effect of celebrity personality on attitude towards the celebrity; and the effect of attitude towards the celebrity on purchase intention.Design/methodology/approachData were gathered from 400 respondents in the North of England to explore the connections between five consumer personality dimensions (agreeableness, extroversion, openness, conscientiousness and neuroticism) and nine celebrity personality dimensions (neuroticism, extroversion, openness, agreeableness, conscientiousness, sincerity, excitement, stylishness and positivity) and were analysed using structural equation modelling.FindingsThe findings suggested that some dimensions of consumer personality, i.e. conscientiousness, extroversion and openness, were significantly related to all the celebrity personality dimensions. Moreover, all the celebrity personality dimensions had a significant effect on consumers’ attitude towards the celebrity; however, only neuroticism, extroversion, openness, sincerity and positivity significantly affected purchase intention. Finally, attitude towards the celebrity had a significant effect on purchase intention.Originality/valueThe study introduces a celebrity personality scale and explores a topic that has not previously been researched.
KW - Attitude towards celebrity
KW - Celebrity personality
KW - Consumer personality
KW - Purchase intention
KW - Quantitative study
UR - https://www.scopus.com/pages/publications/85161817572
U2 - 10.1108/JABS-08-2022-0278
DO - 10.1108/JABS-08-2022-0278
M3 - Article
AN - SCOPUS:85161817572
SN - 1558-7894
VL - 18
SP - 1259
EP - 1284
JO - Journal of Asia Business Studies
JF - Journal of Asia Business Studies
IS - 5
ER -