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The Effect of Celebrity Endorsement on Gender-Based Conspicuous Consumption

Gadjah Mada International Journal of Business (GamaIJB) · Vol. 27 No. 1 (2025) · pp. 121–148

DOI
10.22146/gamaijb.70762
ISSN
2338-7238, 1411-1128
Published
2025-01-02
Publisher
Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada
Language
eng
License
creativecommons.org/licenses/by-sa/4.0

Abstract

This study explores the irrational aspects of consumer behavior, focusing on conspicuous consumption driven by the pursuit of status and self-expression. It examines how consumers emulate celebrities based on key dimensions of celebrity endorsement—attractiveness, expertise, and credibility—and how these factors vary between genders. The research presents a conceptual framework that integrates conspicuous consumption with celebrity endorsement dimensions, supported by an extensive literature review. Data were collected from 403 participants belonging to the Y and Z generations through online surveys and analyzed using SPSS and AMOS software. The results reveal gender-specific differences in the influence of celebrity endorsement dimensions on conspicuous consumption. For female consumers, celebrity attractiveness and credibility significantly enhance conspicuous consumption, whereas expertise has a mitigating effect. In contrast, male consumers are primarily influenced by celebrity attractiveness. The study concludes that the allure of celebrities, as reflected in their attractiveness and credibility, promotes conspicuous consumption, while their expertise can diminish it. These findings provide valuable insights for businesses leveraging celebrity endorsements, particularly in gender-targeted marketing strategies, highlighting the importance of tailoring approaches based on consumer gender to maximize impact.

Keywords

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Metadata source: OAI-PMH (metadata jurnal) https://journal.ugm.ac.id/gamaijb/oai, first harvested 28 Okt 2026, last seen 1 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">The Effect of Celebrity Endorsement on Gender-Based Conspicuous Consumption</dc:title>
	<dc:creator>TOR KADIOGLU, CANSU</dc:creator>
	<dc:creator>BOZYIGIT, SEZEN</dc:creator>
	<dc:subject xml:lang="en-US">Marketing</dc:subject>
	<dc:subject xml:lang="en-US">celebrity endorsement, conspicuous consumption; gender factor</dc:subject>
	<dc:subject xml:lang="en-US">M31</dc:subject>
	<dc:description xml:lang="en-US">This study explores the irrational aspects of consumer behavior, focusing on conspicuous consumption driven by the pursuit of status and self-expression. It examines how consumers emulate celebrities based on key dimensions of celebrity endorsement—attractiveness, expertise, and credibility—and how these factors vary between genders. The research presents a conceptual framework that integrates conspicuous consumption with celebrity endorsement dimensions, supported by an extensive literature review. Data were collected from 403 participants belonging to the Y and Z generations through online surveys and analyzed using SPSS and AMOS software. The results reveal gender-specific differences in the influence of celebrity endorsement dimensions on conspicuous consumption. For female consumers, celebrity attractiveness and credibility significantly enhance conspicuous consumption, whereas expertise has a mitigating effect. In contrast, male consumers are primarily influenced by celebrity attractiveness. The study concludes that the allure of celebrities, as reflected in their attractiveness and credibility, promotes conspicuous consumption, while their expertise can diminish it. These findings provide valuable insights for businesses leveraging celebrity endorsements, particularly in gender-targeted marketing strategies, highlighting the importance of tailoring approaches based on consumer gender to maximize impact.</dc:description>
	<dc:publisher xml:lang="en-US">Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada</dc:publisher>
	<dc:contributor xml:lang="en-US"></dc:contributor>
	<dc:date>2025-01-02</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
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	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
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	<dc:identifier>https://journal.ugm.ac.id/gamaijb/article/view/70762</dc:identifier>
	<dc:identifier>10.22146/gamaijb.70762</dc:identifier>
	<dc:source xml:lang="en-US">Gadjah Mada International Journal of Business; Vol 27, No 1 (2025): January - April; 121-148</dc:source>
	<dc:source>2338-7238</dc:source>
	<dc:source>1411-1128</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.ugm.ac.id/gamaijb/article/view/70762/40856</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2025 Gadjah Mada International Journal of Business</dc:rights>
	<dc:rights xml:lang="en-US">http://creativecommons.org/licenses/by-sa/4.0</dc:rights>
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