Quantitative analysis shows celebrity credibility enhances brand love in body care, indicating self-brand connection as key.
This research aims to present and validate a comprehensive model of brand love, encompassing its causes and effects. The model is based on a causal approach and includes a well-established construct of the consumer-brand relationship, celebrities' credibility on brand love through the mediation role of self-brand connection. The research used a quantitative methodology, utilizing samples consisting of individuals who use body care products. Data was obtained from 271 respondents using a Google Form questionnaire. The data were analyzed using Smart PLS structural equation modeling. The research results show that the construction of celebrities' credibility, attractiveness, trustworthiness, and expertise, positively affects self-brand connection and brand love. Self-brand identification mediates the relationship between credibility and brand image in body care.
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Soliha et al. (2025) studied this question.
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