Exploring the Link Between Stability and Brand Loyalty: Insights from Celebrity Personal Brand

Personal brand authenticity has received considerable attention in the marketing research. The purpose of the study is to examine how celebrity brand loyalty is impacted by the different dimensions of stability, such as morality, honesty, and consistency. The prior studies in this area explain the antecedents and consequences of personal brand authenticity, but the impact of stability dimensions (an antecedent of personal brand authenticity) on celebrity brand loyalty (a consequence of personal brand authenticity) is unexplained by the available literature. The study is conducted using primary data collected from the samples collected from 286 respondents, randomly selected from the Kerala state of India. Those who follow a celebrity from the film industry are included as respondents. The analysis of the data is done using Structural Equation Modelling. A multigroup analysis was done to test the moderating effect of celebrity gender on these study relationships. It is found that consistency, candidness, and morality are positively affecting their brand loyalty. The result of the multigroup showed no significant difference between male and female celebrity gender groups regarding the studied relations. Thus, celebrities and other professionals can manage their personal brand by maintaining stable actions.