Consumer Behavior

You make me want to buy it: The influence of global brand ambassadors on Generation Z’s purchase intention of luxury fashion products

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Abstract

The purpose of this exploratory study was to examine the influence of Generation Z consumers’ attitudes toward global brand ambassadors on their purchase intention of luxury fashion goods, as well as to identify the key factors that affect Gen Zers’ attitudes toward global brand ambassadors. 134 Gen Z students majoring in fashion, event, and hospitality management at a Midwestern university participated in the study. Grounded in source credibility theory and previous literature, a research model was proposed. Results from multiple and simple regression analyses indicated that source credibility and celebrity worship were significant, while celebrity-target audience match was not significant in influencing attitudes toward the global brand ambassador. Gen Z consumers’ attitudes toward the global brand ambassador also significantly influenced purchase intention of luxury fashion products. These findings offer luxury fashion brands insight into Gen Zers’ consumption habits. Additional implications and future research opportunities are discussed based on the results.

Keywords: luxury, Generation Z, brand ambassadors, source credibility theory

How to Cite:

Freeman, K. E. & Linda, N. S., (2024) “You make me want to buy it: The influence of global brand ambassadors on Generation Z’s purchase intention of luxury fashion products”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17540