Volume 13 | Issue 4
Volume 13 | Issue 4
Volume 13 | Issue 4
Volume 13 | Issue 4
Volume 13 | Issue 4
This study examined how celebrity traits affect garment brand resonance. It focused on how celebrity beauty, credibility, knowledge, and trustworthiness affect customers' brand views and brand-related behaviour including repeat purchase, referral, and loyalty. A convenience-sampled sample of 276 respondents completed a survey. The constructs of interest were measured using a structured questionnaire and analysed using descriptive statistics and multiple regression.