Chapter 4 Results and Findings

4.1 Introduction
The aim of this chapter is to discover the results and findings from the data collected
from the questionnaires. A total of 336 responses were collected, but only 246 of these
were Asian female fans who aged between 18 and 25, and they are the subject of this
study. This chapter will first present the descriptive data and demonstrate the data
processing methods before testing the hypotheses through data analysis.

In order to examine the data more logically, the study follows the simplified model of
the process of data analysis from Pallant (2020) which is shown below. Codebook is
designed to simplify variables to make them understandable and easy to use for
analysis. The codebook could be prepared by labelling each variable and assigning a
name to each possible response (Pallant, 2020). After the variables are marked, the
structure of the data file is set up by defining the variables (Pallant, 2022). After the
variables have been marked and defined, the data can be entered into SPSS for the
next step.

Prepare codebook

Set up structure of data file

Enter data

Screen data file for errors

Explore data with descriptive

statistics and graphs

Modify variables for further analysis

Figure 4
Source: Pallant (2020) - Flow chart of data analysis process

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4.2 Screening and Cleaning the Data
In this step, research aimed to check and correct the errors may exist in the data file.
The method of checking errors is simple, find the minimum and the maximum value of
variables and check if the scores are within the range of score on the variables (Pallant,
2020). After checking the data, all 246 data files are valid without errors. In other words,
all 246 data files are within the range of score.

4.3 Explore Descriptive Data

This step aims to describe the samples collected. There were 336 responses of the
questionnaire, however, only 246 of them can be analysed for this research. Thus, the
sample size for this research is 246. All 246 samples are Asia female fans who aged
between 18 and 25. According to Stevens (2012), the group size over 200 can be
considered as a very large sample size. Therefore, this sample size (N=246) can be
identified as large sample size.

By exploring the descriptive data, research can find the missing data and access the
normality of the data. When the missing data is found, researcher can replace the data
with mean or exclude the cases (Pallant, 2020). This research chose to delete the
missing data. The deceptive data could provide the information about normality. One
method of accessing the normality is to explore the descriptive statistics with SPSS
(Pallant, 2020). After the exploration, the test of normality of each variable is shown
below. If the results of Kolmogorov-Smirnov score which gives a number that indicates
normality is more than 0.05, the data indicates the normality (Pallant, 2020). The
scores of variables are all below 0.05, it means there is a violation of normality.
However, there is difference situation of normality between large and small sample
size. Pallant (2020) suggested that the volition of the assumption of normality is
common in the large sample. This research’s sample size (N=246) is large sample
size. Moreover, the normal Q-Q plots (in the Appendix b) of the variables showed the
scores are plotted and around straight line which suggest the normal distribution.

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 Test of Normality
Kolmogorov-Smirnov Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
Brand loyalty with Idols’ Participation .083 246 .000 .980 246 .001
Brand loyalty without Idols’ Participation .118 246 .000 .966 246 .000

Attractiveness .251 246 .000 .823 246 .000

Credibility .135 246 .000 .916 246 .000
Celebrity Brand Match up .188 246 .000 .860 246 .000
Table 5: The Normality

4.4 Modify Variables for Further Analysis

This step is important which aims to produce data to conduct analysis and test
hypotheses. For modifying the variables of this research, Pallant (2020) suggested
that research needs to reverse any negatively worded items and combine sales scores
to make overall score. This research chose to conclude every variable’s overall score
for the further analysis.

4.5 Checking the Reliability

Cronbach’s Alpha is a common indicator of reliability in the studies related to
questionnaire development and validation, and the value above 0.7 is accepted to be
reliable (Bujang et al., 2018). After testing the Cronbach’s Alpha, all the values of
scales are over 0.7 and most of the values are above 0.9. Therefore, the reliabilities
of each scale are high in this research. However, there is minor issue which is ‘Brand
Loyalty with Idols’ participation’ scale value is 0.745. it is a slightly lower value
compared to other values. Pallant (2020) indicated that the scale which is less than
10 items is common to find a low Cronbach values. The ‘Brand Loyalty with Idols’
participation’ scale has 5 items. Thus, the scale is still acceptable as reliable. Without
any major issue, the scales of this research are reliable.

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 Reliability
Cronbach’s Alpha N of Items
Attractiveness 0.952 4
Credibility 0.954 7
Celebrity Brand Match up 0.943 3
Brand Loyalty with idols’ participation 0.745 5
Brand Loyalty without idols’ participation 0.81 5
Table 6: The Reliability

Based on the discussion above, this research is suitable to use parametric tests which
are correlation and regression for analysing.

4.6 Demographics of the samples

This section is shoeing the demographics of all 246 samples. All 246 samples are
aged between 18 and 25, female, and Asian. All of them have idols to follow. The two
tables below showed their income and education.

Education
Frequency Percent Valid Percent
High School 45 18.3 18.3
Bachelor's Degree 144 58.5 58.5
Master's Degree 30 12.2 12.2
Ph.D. or higher 3 1.2 1.2
Trade School 8 3.3 3.3
Prefer not to say 16 6.5 6.5
Total 246 100 100
Table 7: The education level of participants

Income
Frequency Percent Valid Percent
Less than $25,000 98 39.8 39.8
$25,000 - $50,000 39 15.9 15.9
$50,000 - $100,000 19 7.7 7.7
$100,000 - $200,000 5 2 2
More than $200,000 1 0.4 0.4
Prefer not to say 84 34.1 34.1
Total 246 100

Table 8: The income of participants

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4.7 Test the Hypotheses
The relationship between Brand Loyalty with Idols’ Participation and Attractiveness
and Credibility and Celebrity Brand Match up was investigated using the Pearson
correlation coefficient.

Coefficient
Attractiveness Credibility Celebrity Brand Match up
Brand Loyalty with idols’ participation 0.292** 0.307** 0.267**
** Correlation is significant at the 0.01 level (2-tailed)
Table 9: The Coefficient test

As the table above showed, there is a positive relationship between brand loyalty with
idols’ participation and attractiveness and credibility and celebrity brand match up.
With the correlation coefficient supports, the research tested the hypotheses with
regression.

Hypothesis 1: Attractiveness is positively related to female fans’ brand

loyalty towards the luxury fashion brand

The regression test was applied to test the relationship between brand loyalty with
idols’ participation and attractiveness. Using attractiveness as an independent variable
and brand loyalty with idols’ participation as a dependent variable performing
regression analysis.

The results of the tests are presented below.

Regression
Unstandardized Coefficients
Model Standardized Coefficients t Sig.
B Std. Error
Attractiveness 0.206 0.043 0.292 4.761 0
a Dependent Variable：Brand Loyalty with idols’ Participation
Table 10: The Regression test of Attractiveness

The results of the test showed that attractiveness can significantly predict brand loyalty
with idols’ participation, and the higher the attractiveness, the greater the brand loyalty.

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 Hypothesis 2: Credibility is positively related to female fans’ brand loyalty
towards luxury fashion brand

The regression test was applied to test the relationship between brand loyalty with
idols’ participation and credibility. Using credibility as an independent variable and
brand loyalty with idols’ participation as a dependent variable performing regression
analysis.

The results of the tests are presented below.

Regression
Unstandardized Coefficients
Model Standardized Coefficients t Sig.
B Std. Error
Credibility 0.226 0.045 0.307 5.045 0
a Dependent Variable：Brand Loyalty with idols’ Participation
Table 11: The Regression test of Credibility

The results of test showed that credibility can significantly predict brand loyalty with
idols’ participation, and the higher the credibility, the greater the brand loyalty.

Hypothesis 3: Celebrity Brand Match up is positively related to female

fans’ brand loyalty towards luxury fashion brand

The regression test was applied to test the relationship between brand loyalty with
idols’ participation and credibility. Using celebrity brand match up as an independent
variable and brand loyalty with idols’ participation as a dependent variable performing
regression analysis.

The results of the tests are presented below.

Regression
Unstandardized Coefficients
Model Standardized Coefficients t Sig.
B Std. Error
Celebrity Brand Match up 0.176 0.041 0.267 4.323 0
a Dependent Variable：Brand Loyalty with idols’ Participation
Table 12: The Regression test of Celebrity Brand match up

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 The results of test showed that celebrity brand Match up can significantly predict brand
loyalty with idols’ participation, and the higher the celebrity brand match up, the greater
the brand loyalty.

Hypothesis 2a: Credibility has stronger impact on Brand Loyalty than

Attractiveness and Celebrity Brand match up

Based on the results showed above, the attractiveness, credibility and celebrity match
up all have strong impact on brand loyalty. The multiple regression test applied to test
which element of celebrity endorsement has the strongest impact on brand loyalty. By
comparing the adjusted R square and R square change, research could find which
element has strongest impact on brand loyalty.
The results are showed below.

Multiple Regression Analysis

Standardized Sig.
R Square Adjusted R Square R square change
Beta
Attractiveness 0.085 0.081 0.085 0.161 0.193
Credibility 0.099 0.091 0.014 0.268 0.048
Celebrity Brand Match up 0.101 0.090 0.002 -0.107 0.464
Table 13: The Multiple Regression Analysis

The result showed the impact level of three elements which are attractiveness,
credibility and celebrity match up can be ranked. The attractiveness has the strongest
impact on brand loyalty, then celebrity, and the last celebrity brand match up.

However, the results showed that only credibility (Sig=0.048) is sufficient. Therefore,
the hypothesis can be supported.

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Hypothesis 4: Idols' participation positively affects the Brand Loyalty
Hypothesis 5: Without the Idols' participation negatively affect Brand
Loyalty

From the results showed below, those two hypotheses are null hypotheses. Thus, the
t-test of paired samples was used to test the difference with two variables.

Paired Samples Test

Mean Std. Deviation t p
Brand Loyalty with Idols’ Participation 2.2309 0.64398 -17.544 0
Brand Loyalty without Idols’ Participation 3.1203 0.79107
Table 14: The Paired Samples Test

The t-test of paired samples of brand loyalty idols' participation and brand loyalty
without the idols' participation showed that there was a significant difference between
the two, and the comparison of the mean showed that the brand loyalty without idols’
participation was higher than brand loyalty with idols' participation.

4.8 Conclusion
By following the simplified model of data analysis progress from Pallant (2020), this
study processed all 246 data and tested the reliability. Then by using the SPSS, this
study conducted coefficient and regression tests to exam the hypotheses.
The findings and statistical tests result supported part of hypotheses which are
hypothesis 1, 2, 3 and 2a. Attractiveness, credibility and celebrity match up can
positively impact brand loyalty with idols’ participation. Credibility has stronger impact
on brand loyalty than attractiveness and celebrity brand match up. Although
hypothesis 4 and hypothesis 5 are null hypotheses, there is a difference within two
group of variables.

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 Chapter 5 Discussion

5.1 Introduction
In the second chapter of the literature review, prior research was analysed to develop
the hypotheses for this study. The previous chapter presented the data collected from
the questionnaire survey and verified the hypotheses. The current chapter aims to
determine whether each hypothesis is supported by the results from the previous
chapter. Additionally, the study will discuss the relationship between these findings
and prior research and provide explanations for the observed results.

5.2 Discussion for Hypotheses

5.2.1 Hypothesis 1, 2 and 3

The result showed there are positive relations between three elements of celebrity
endorsements – Celebrity Brand Match up, Credibility and Attractiveness- and Brand
Loyalty with idols’ participation.

The result of the study indicated that attractiveness has a positive impact on brand
loyalty, with higher levels of attractiveness leading to higher levels of brand loyalty.
This finding is consistent with the result of Baniya (2017) which is celebrities' physical
attractiveness has a positive impact on attitudes of consumers toward brands and
purchase intentions. Also, Baniya (2017) explained its findings with the context of Asia
culture. In Asian context, celebrity is the ideal; people follow their lifestyles and life
stories and they like their core (Baniya, 2017). However, Hassan and Ahmed (2014)
showed that the impact of physical attractiveness on brand loyalty varies across
different Asian countries, with a negative impact on Pakistani customers and a positive
impact on Indian customers. Hassan and Ahmed (2014) argued that well-known
products already have a strong image in the minds of consumers and therefore they
are least concerned about celebrity attraction and that customers are quality
conscious - they care more about brand quality. Therefore, brands should consider

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the appearance appeal of celebrities when choosing endorsers and be aware of
consumer awareness in the target Asian countries.

The study also found that credibility has a positive impact on brand loyalty, with higher
levels of credibility leading to higher levels of brand loyalty. This result is similar to the
findings from Baniya (2017) and Mittal (2021). Research of Baniya (2017) and Miital
(2021) all found out that source creditability expertise significantly impacts brand
loyalty. However, the study of Adui et al. (2015) found that the credibility of beauty
brand endorsers did not directly affect brand loyalty. Another finding of Adui et al.
(2015) showed that an increase in celebrity credibility leads to an increase in emotional
brand attachment, which may affect brand loyalty (Özer et al., 2022). Thus, the
celebrity affects brand loyalty by influencing brand attachment. Expertise and
trustworthiness are two components of celebrity credibility (Ohanian, 1991). One
possible explanation of this finding could be that the study has explored the credibility
as a whole and celebrity affects brand loyalty by influencing brand attachment.
Marketers should consider both expertise and trustworthiness components of celebrity
credibility when choosing endorsers.

The result of research showed that celebrity brand match up positively influences
brand loyalty. Baniya (2017) found out that brand and celebrity match up have a
significant positive impact on brand loyalty. Previous studies have shown similar
results that a high degree of congruence between celebrity and brand promotes
friendship between endorser and brand (Kamins, 1990) and that a higher degree of
congruence enhances the effectiveness of celebrity endorsement of brands (Kamins
and Gupta, 1994). Therefore, when choosing a brand spokesperson, marketers
should select a celebrity with a high degree of consistency with the brand image
whenever possible.

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5.2.2 Hypothesis 2a

The regression result from previous chapter showed credibility has a stronger impact
on brand loyalty than attractiveness and celebrity brand match up. This result can be
related to the findings of Mittal (2021) who researched out that expertise has significant
impact on brand loyalty. Mittal (2021) added that expertise is the most influential
element affect brand loyalty and followed by similarity and familiarity. According to the
source attractiveness model proposed by McGuire (1968, cited in Biswas et al., 2006),
the effectiveness of endorsers depends on their attractiveness, which consists of three
interrelated aspects: familiarity, similarity, and popularity. Thus, attractiveness is less
influential for brand loyalty than the factor expertise. However, the results of adjusted
R square values showed different results. Attractiveness has a big effect size on brand
loyalty and followed by credibility and celebrity brand match up. The results of Zhao
and Wu (2021) showed that the physical attractiveness of fan idols is one of the
reasons why they are fans. And Chen et al. (2022) indicated that brand loyalty of fan
consumers may be influenced by idols if certain celebrity images are associated with
brands. Thomson (2006) also argued that when companies collaborate with celebrities,
fans think they can get closer to their idols by buying from recognised brands. Thus,
the appeal of idols to fans may have influenced the results of this study. Therefore, if
targeting the fan consumer group, the selection of endorsers should focus not only on
the credibility of the celebrity but also on physical attractiveness.

5.2.3 Hypothesis 4 and 5

The result from pervious chapter showed those two hypotheses are null hypotheses.
There are few reasons may explain this result. The most possible reason is fans have
perceived brand image and awareness towards the brand when they are answering
the questionnaire. This research gave the scenario to participants before they answer
the questionnaire, the scenario is trying to make them imagine their idols are endorsing
luxury brand A. Although scenarios were given in this study, they did not affect
participants to imagine a luxury brand which they were familiar with when answering
the questionnaire.

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Saleem et al. (2015) and Xu et al. (2015) both found that brand awareness has a
positive impact on brand loyalty. Brand awareness is the extent to which consumers
are able to identify a brand, and brand recognition is related to the strength of the
brand's message (Chinomona and Maziriri, 2017; Kotler and Keller, 2016). Shabbir et
al. (2017) also noted that when consumers purchase a product, they first think of the
brand name that shows awareness of the brand.

Brand image also influences consumers' brand loyalty. Empirical evidence supports
positive connection between brand loyalty and brand image (Ming et al., 2011; Sung
et al., 2010). Brand image is defined as the set of brand associations that are linked
to a brand in memory in a meaningful way (Aaker, 2014). Another definition of brand
image highlights the role of consumer perception in shaping brand image. In particular,
Rio et al. (2011) define brand image as the overall perception of a brand held by
consumers, which is represented by a set of mental associations connected to the
brand name stored in memory. It is important to note that brand image resides in the
customer's mind and plays a crucial role in the customer's decision-making process
when evaluating a brand (Saleem et al., 2015; Alhaddad, 2015).

Therefore, when participants fill out the questionnaire of this study, they may imagine
the luxury fashion brands that they know or have more information about, thus the
ideas they have in their mind about the brand will influence their answers. This might
explain the results of the study.

The results from pervious chapter showed that the mean of brand loyalty with idols'
participation (mean=2.2309) is lower than the mean of brand loyalty without idols'
participation (mean=3.1203). This result showed a slight relation with previous
research. Keel and Nataraajan (2012) found that celebrity involvement affects the
influence on consumers' attitudes and purchase intentions which are two components
of brand loyalty (Dick and Basu, 1994). Moreover, the questionnaire on brand loyalty
answer scale is 1 (agree) to 5 (disagree), which means that higher mean scores are
more in the direction of disagreement. Thus, this research can infer that fans’ brand
loyalty decreased slightly when their idols stopped endorsing brand and the fans’
brand loyalty is following their idols.

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 Chapter 6 Conclusion

6.1 Summary
This study researched the female fans’ brand loyalty in Asia who aged between 18
and 25. This study investigated celebrity endorsement attributes effect on brand
loyalty and tested the fans brand loyalty with and without idols’ participation.
Pervious literatures have identified that celebrity endorsement is beneficial for brand
loyalty. Based on pervious literatures, research developed the hypotheses and
conceptual frameworks.

Generation Y and Generation Z have emerged as a powerful force in the luxury market,
contributing to 100% of the total growth of this market in 2018 (Bain and Company,
2018). East Asia is currently the largest market for Western luxury brands (Athwal et
al., 2019). Most of the fans were female and in the age group of 18 to 29, and the 18-
25 age group is highly engaged and contributes large data. Therefore, the Asian
female fan group aged 18 to 25 was selected for the study.

By extracting scales from questionnaires of previous studies, this study developed a

19-item self-administered questionnaire and collected 246 data by distributing the
questionnaire on Weibo. The study processed the data and verified the reliability by
using Pallant's (2020) simplified model of the process of data analysis guide. The data
were then inputted into SPSS and the hypotheses were tested by coefficient and
regression tests.

The study results showed that credibility, attractiveness and celebrity brand match up
had positive impacts on brand loyalty of the fans. At the same time, the study results
showed that celebrity credibility had a greater impact on fans' brand loyalty compared
to attractiveness and celebrity brand match. However, Hypothesis 2a results are not
same as previous studies, and the study presumes that the reason for such results is
the study tested credibility as a whole, rather than testing trustworthiness and
expertise separately. Trustworthiness and expertise constitute credibility (Hovland and
Wiess, 1951). In addition, the adjusted R square values of each attribute showed that

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attractiveness has a significant effect on brand loyalty. This result may be because
fans follow idols because of their attractiveness, in other words, the appearance of
idols is attractive to fans. Hypotheses 4 and 5 are null hypotheses. The reason for
such a result occurred may because fans have a perceived brand image and
awareness of the brand. Besides, the means of the two variables (brand loyalty of fans
with idols’ participation and brand loyalty of fans without idols’ participation) are
significantly different.

This study identified that celebrity endorsement attributes have positive impacts on
fans’ brand loyalty, and credibility has stronger impact than other two attributes. Also,
this study identified that credibility has a stronger impact on fans’ brand loyalty than
attractiveness and celebrity brand match up. As the mean value of fans’ brand loyalty
without idols’ participation increased, this study inferred the fans’ brand loyalty
decreased when their idols stopped endorsing. Thus, the fans’ brand loyalty is
following their idols.

6.2 Theorical implication

Previous studies have identified the impact of celebrity endorsement on brand loyalty.
However, they have only focused on a broad group of customers and celebrities, but
not on fan group. By filling this research gap, this study has several theoretical
implications.
Firstly, this study targeted Asian female fans between the ages of 18 to 25 to fill the
sample gap.
Secondly, the study considered how fans' brand loyalty is affected by three attributes
of celebrity endorsement when their idols are endorsing a luxury brand. It also
compares how fan brand loyalty changes when their idols are endorsing and stopped
endorsing a luxury brand.
Thirdly, the results showed that not all hypotheses are supported. The study tested
the impact on brand loyalty by taking credibility as a whole. This is somewhat different
from previous studies, which found that only expertise had a positive effect on brand
loyalty, while trustworthiness had a minimal effect (Mittal, 2021). The results of the
study showed that brand loyalty of fans changed under two situations: when idols are

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endorsing the brand and when they stopped endorsing. The brand loyalty of fans
decreased after their idols stopped endorsing.

6.3 Managerial implication

In addition to the theoretical implications, this study offers some managerial
implications. The results of this study can help marketers in how to evaluate celebrities
when selecting endorsers. For Asian female fan market, it helps marketers to make a
judgment on how to select the right spokesperson to help increase brand loyalty.

This study suggests that when selecting a spokesperson, special attention should be
paid to the attractiveness and credibility of the spokesperson to help brands increase
brand loyalty among the target group. However, the attribute of celebrity brand match
up should not be ignored. This is because the attractiveness of a celebrity endorser's
appearance will only enhance product evaluation if the product matches the image
conveyed by the celebrity (Khatri, 2006). In addition, the study suggests that when
targeting the fan market, attention should also be paid to the fact that changing
endorsers brings a range of reactions, which may or may not be positive depending
on the number of fans of the celebrity.

6.4 Limitation
This study has few limitations and acknowledg the limitations i will be instrumental in
refining future research.
First of all, this study only focused on Asian female fans group aged 18 to 25. If the
study had been conducted with a different age or gender group or a different regional
fans group, different results might be emerged.

Secondly, this research did not specify the celebrity type. In celebrity culture, sports
stars, idols, artists and movie stars can all be defined as celebrities, and idols are
usually associated with popular music (Driessens, 2013). Different types of celebrities
may have different effects on brand loyalty.

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Thirdly, this study analysed two factors (trustworthiness and expertise) together when
investigating credibility. Testing these two factors separately may yield different results.
Finally, the study did not measure the perceived brand image and awareness of fans.

6.5 Future research

Future studies could test respondents about their favourite brands in advance to detect
respondents' perceived brand image and awareness or use brand image and
awareness as mediating factors to conduct studies.
Future research could investigate the brand loyalty of male fans or fans of different
age groups. Future research can also be conducted on different types of idols. Besides,
the results may differ if future research tests the two credibility factors separately.

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 Chapter 8 Appendix

8.1 Appendix A Questionnaire

8.1.1 Cover letter

Welcome to the research study!

We are interested in understanding celebrity endorsement and brand

loyalty. You will be presented with information relevant to celebrity
endorsement and brand loyalty and asked to answer some questions about it.
Please be assured that your responses will be kept completely confidential.

The study should take you around 5 minutes to complete, and you will receive
sincere thanks for your participation. Your participation in this research is
voluntary. You have the right to withdraw at any point during the study, for
any reason, and without any prejudice. If you would like to contact the
Principal Investigator in the study to discuss this research, please email Yuxin
(zswn71@[Link]).

By clicking the button below, you acknowledge that your participation in the
study is voluntary, you are 18 years of age, and that you are aware that you may
choose to terminate your participation in the study at any time and for any
reason.

Please note that this survey will be best displayed on a laptop or desktop
computer. Some features may be less compatible for use on a mobile device.

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8.1.2 Section A
Demographics and Screening questions

1. How old are you?

2. What's you gender?
3. Choose one or more races that you consider yourself to be
4. What is the highest level of education you have completed?
5. What is your annual household income?
6. Do you have idols who you are following?

8.1.3 Section B
Celebrity Endorsement questionnaire with Scenario 1

Answer used a bipolar scale

Attractiveness:
1. Attractive - Unattractive
2. Classy - Not Classy
3. Beautiful - Ugly
4. Elegant - Plain

Credibility:
Trustworthiness:
1. Reliable - Unreliable
2. Trustworthy - Untrustworthy
3. Dependable - Undependable

Expertise:
1. Expert - Not an expert
2. Experienced - Not experienced
3. Knowledgeable - Unknowledgeable
4. Qualified - Unqualified

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Celebrity brand match up:
1. Congruent -Incongruent
2. Approval - Disapproval
3. Believable - Unbelievable

8.1.4 Section C
Brand loyalty questioner with Scenario 1 and 2
Answer used a 5-item Likert scale (1 = Strongly disagree; 2 = Disagree; 3 = Neither
agree nor disagree; 4 = Agree; 5 = Strongly agree).

1. I consider myself to be loyal to X brand.

2. If there is another brand as good as X, I would prefer to buy X
3. I will suggest X to other consumers
4. Even in the case of not using it, I would like to buy X brand
5. Even if another brand has the same features as X, I would prefer to buy X

Scenario 1: Imaging your idols are endorsing the luxury brand A. How will you think
about him/her？ Please answer the following question.

Scenario 2: Your idols have stopped endorsing brand A, please answer the
following questions about what you think about luxury brand A.

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8.2 Appendix B: Normal Q-Q plots
Attractiveness

Credibility

Celebrity brand match up

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 Brand loyalty with idols’ participation

Brand loyalty without idols’ participation

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