Celebrity Endorsement on Gender-Based Conspicuous Consumption

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dc.contributor.authorTor-Kadioglu, Cansu
dc.contributor.authorBozyigit, Sezen
dc.date.accessioned2025-03-17T12:27:48Z
dc.date.available2025-03-17T12:27:48Z
dc.date.issued2025
dc.departmentTarsus Üniversitesi
dc.description.abstractThis study explores the irrational aspects of consumer behavior, focusing on conspicuous consumption driven by the pursuit of status and self-expression. It examines how consumers emulate celebrities based on key dimensions of celebrity endorsement- attractiveness, expertise, and credibility-and how these factors vary between genders. The research presents a conceptual framework that integrates conspicuous consumption with celebrity endorsement dimensions, supported by an extensive literature review. Data were collected from 403 participants belonging to the Y and Z generations through online surveys and analyzed using SPSS and AMOS software. The results reveal gender-specific differences in the influence of celebrity endorsement dimensions on conspicuous consumption. For female consumers, celebrity attractiveness and credibility significantly enhance conspicuous consumption, whereas expertise has a mitigating effect. In contrast, male consumers are primarily influenced by celebrity attractiveness. The study concludes that the allure of celebrities, as reflected in their attractiveness and credibility, promotes conspicuous consumption, while their expertise can diminish it. These findings provide valuable insights for businesses leveraging celebrity endorsements, particularly in gender-targeted marketing strategies, highlighting the importance of tailoring approaches based on consumer gender to maximize impact.
dc.identifier.endpage148
dc.identifier.issn1411-1128
dc.identifier.issn2338-7238
dc.identifier.issue1
dc.identifier.scopus2-s2.0-85215404188
dc.identifier.scopusqualityQ3
dc.identifier.startpage121
dc.identifier.urihttps://hdl.handle.net/20.500.13099/2465
dc.identifier.volume27
dc.identifier.wosWOS:001390383100005
dc.identifier.wosqualityN/A
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherGadjah Mada Univ, Master Management Program, Fac Economics & Business
dc.relation.ispartofGadjah Mada International Journal of Business
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_WOS_20250316
dc.subjectconspicuous consumption
dc.subjectcelebrity endorsement
dc.subjectadvertisement
dc.subjectgender factor
dc.subjectGen-Y
dc.subjectGen-Z
dc.titleCelebrity Endorsement on Gender-Based Conspicuous Consumption
dc.typeArticle

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