Effect of Celebrity Credibility on Brand Passion and Brand Loyalty

The objective of this study is to assess how celebrity credibility influences brand passion and brand loyalty. Various statistical techniques were employed, including structural equation modeling, descriptive analysis, correlation, regression, reliability, and frequency analyses. Findings revealed that for customers of clothing brands, the expertise, trustworthiness, and attractiveness of celebrity endorsers were crucial predictors of brand loyalty. Additionally, the study found that brand passion positively influenced brand loyalty. Furthermore, brand passion significantly and positively mediated the connection between brand loyalty and celebrity endorsers. This insight is beneficial for companies that do not use celebrities or company management in their brand promotion strategies.The study was purely quantitative, employing closed‐ended questions with preset responses, which limited participants from offering feedback beyond the provided choices. Future studies might consider using a mixed‐method approach.