Skip to main content
SpringerLink
Log in

Beauty and the brands: the interplay of celebrity attractiveness, brand envy, and social comparison in shaping masstige brand passion in hospitality

  • Original Article
  • Published:
Journal of Brand Management Aims and scope Submit manuscript

Abstract

Using source credibility theory and social comparison theory as theoretical lenses, this study investigates the relationship between attractive celebrity endorsements (e.g., from showbiz and sports industries) and consumers’ passion for masstige brands. Additionally, we explore consumers’ social comparison orientation as a potential boundary condition for the indirect positive effect of attractive celebrity endorsements on masstige brand passion, via the mediation of brand envy. To investigate these hypotheses, we conducted three studies using data from hospitality consumers. Our findings indicate that attractive celebrity endorsements have a significant impact on masstige brand passion, mediated by brand envy. We also found that attractive showbiz celebrities have a greater positive impact on brand envy and consumer passion for masstige brands compared to attractive sports celebrity endorsers. Furthermore, our research reveals that consumers with a high social comparison orientation are more likely to become passionate about masstige brands when exposed to attractive celebrity endorsers promoting those brands. These findings have practical implications for brand managers in the hospitality and tourism industry, who can leverage attractive celebrity endorsers to increase passion for masstige brands, particularly among consumers with a high social comparison orientation.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

Similar content being viewed by others

References

  • Ahearne, M., T.W. Gruen, and C.B. Jarvis. 1999. If looks could sell: Moderation and mediation of the attractiveness effect on salesperson performance. International Journal of Research in Marketing 16 (4): 269–284.

    Article  Google Scholar 

  • Alagarsamy, S., S. Mehrolia, and J. Paul. 2022. Masstige scale: An alternative to measure brand equity. International Journal of Consumer Studies. https://doi.org/10.1111/ijcs.12873.

    Article  Google Scholar 

  • Anaya, G.J., L. Miao, A.S. Mattila, and B. Almanza. 2016. Consumer envy during service encounters. Journal of Services Marketing 30 (3): 359–372.

    Article  Google Scholar 

  • Ayeh, J.K. 2015. Travellers’ acceptance of consumer-generated media: An integrated model of technology acceptance and source credibility theories. Computers in Human Behavior 48: 173–180.

    Article  Google Scholar 

  • Belch, G., and M. Belch. 2018. Advertising and promotion: An integrated marketing communications perspective, 11th ed. New York: McGraw-Hill Higher Education.

    Google Scholar 

  • Brun, A., and C. Castelli. 2013. The nature of luxury: A consumer perspective. International Journal of Retail & Distribution Management 41 (11/12): 823–847.

    Article  Google Scholar 

  • Cardon, M.S. 2008. Is passion contagious? The transference of entrepreneurial passion to employees. Human Resource Management Review 18 (2): 77–86.

    Article  Google Scholar 

  • Carrillat, F.A., and J. Ilicic. 2019. The celebrity capital life cycle: A framework for future research directions on celebrity endorsement. Journal of Advertising 48 (1): 61–71.

    Article  Google Scholar 

  • Chae, J. 2018. Explaining females’ envy toward social media influencers. Media Psychology 21 (1): 246–262.

    Article  Google Scholar 

  • Chuang, S.J., and C.G. Ding. 2013. Measuring celebrity singer image. International Journal of Market Research 55 (1): 15–30.

    Google Scholar 

  • Crusius, J., and J., Lange. 2014. What catches the envious eye? Attentional biases within malicious and benign envy. Journal of Experimental Social Psychology 55: 1–11.

    Article  Google Scholar 

  • Das, M., V. Saha, and M.S. Balaji. 2022a. Standing out and fitting in: Understanding inspiration value of masstige in an emerging market context. Journal of Product & Brand Management 31 (4): 521–535.

    Article  Google Scholar 

  • Das, M., V. Saha, and A. Roy. 2022b. Inspired and engaged: Decoding masstige value in engagement. International Journal of Consumer Studies 46 (3): 781–802.

    Article  Google Scholar 

  • Derdenger, T.P., H. Li, and K. Srinivasan. 2018. Firms’ strategic leverage of unplanned exposure and planned advertising: An analysis in the context of celebrity endorsements. Journal of Marketing Research 55 (1): 14–34.

    Article  Google Scholar 

  • Dibble, J.L., T. Hartmann, and S.F. Rosaen. 2016. Parasocial interaction and parasocial relationship: Conceptual clarification and a critical assessment of the measure. Human Communication Research 42 (1): 21–44.

    Article  Google Scholar 

  • Duan, J. 2022. The impact of positive purchase-centered UGC on audience’s purchase intention: Roles of tie strength, benign envy and purchase type. Journal of Internet Commerce 21 (4): 393–417.

    Article  Google Scholar 

  • Eckhardt, G.M., R.W. Belk, and J.A. Wilson. 2015. The rise of inconspicuous consumption. Journal of Marketing Management 31 (7–8): 807–826.

    Article  Google Scholar 

  • Erfgen, C., S. Zenker, and H. Sattler. 2015. The vampire effect: When do celebrity endorsers harm brand recall? International Journal of Research in Marketing 32 (2): 155–163.

    Article  Google Scholar 

  • Felix, R., and A. Borges. 2014. Celebrity endorser attractiveness, visual attention, and implications for ad attitudes and brand evaluations: A replication and extension. Journal of Brand Management 21: 579–593.

    Article  Google Scholar 

  • Festinger, L. 1954. A theory of social comparison processes. Human Relations 7 (2): 117–140.

    Article  Google Scholar 

  • Fournier, S. 1998. Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24 (4): 343–373.

    Article  Google Scholar 

  • Fornell, C., and D.F., Larcker. 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18 (1): 39–50

    Article  Google Scholar 

  • Gentina, E., M.K., Hogg, and M. Sakashita, 2017. Identity (Re) construction through sharing: A study of mother and teenage daughter dyads in France and Japan. Journal of Retailing and Consumer Services 37: 67–77.

    Article  Google Scholar 

  • Gentina, E., K.H. Huarng, and M. Sakashita. 2018. A social comparison theory approach to mothers’ and daughters’ clothing co-consumption behaviors: A cross-cultural study in France and Japan. Journal of Business Research 89: 361–370.

    Article  Google Scholar 

  • Gilal, F.G., J. Zhang, N.G. Gilal, and R.G. Gilal. 2018. Association between a parent’s brand passion and a child’s brand passion: A moderated moderated-mediation model. Psychology Research and Behavior Management 11: 91–102.

    Article  Google Scholar 

  • Gilal, F.G., J., Paul, N.G. Gilal, and R.G. Gilal. 2020. Celebrity endorsement and brand passion among air travelers: Theory and evidence. International Journal of Hospitality Management 85 (2): 1–9.

    Google Scholar 

  • Gilal, F.G., J. Zhang, R.G. Gilal, and N.G. Gilal. 2020. Linking motivational regulation to brand passion in a moderated model of customer gender and age: An organismic integration theory perspective. Review of Managerial Science 14 (1): 87–113.

    Article  Google Scholar 

  • Gilal, F.G., N.G. Gilal, R.G. Gilal, Z. Gon, W.G. Gilal, and M.N. Tunio. 2021. The ties that bind: Do brand attachment and brand passion translate into consumer purchase intention? Central European Management Journal 29 (1): 14–38.

    Article  Google Scholar 

  • Gilal, F.G., J., Paul, N.G., Gilal, and R.G. Gilal. 2021. Strategic CSR-brand fit and customers’ brand passion: Theoretical extension and analysis. Psychology & Marketing 38 (5): 759–773

    Article  Google Scholar 

  • Gilal, F.G., N.G. Gilal, S. Shahid, R.G. Gilal, and S.M.M. Shah. 2022. The role of product design in shaping masstige brand passion: A masstige theory perspective. Journal of Business Research 152: 487–504.

    Article  Google Scholar 

  • Gilal, F.G., J. Paul, A. Thomas, L. Zarantonello, and R.G. Gilal. 2023. Brand passion: a systematic review and future research agenda. Journal of Brand Management. https://doi.org/10.1057/s41262-023-00324-x.

    Article  Google Scholar 

  • Hair. Jr, J.F., Hult, G.T.M., Ringle, C.M., Sarstedt, M., Danks, N.P., Ray, S., ... and S., Ray. 2021. Evaluation of reflective measurement models. Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R:A Workbook, 75–90.

  • Hemsley-Brown, J., and I. Alnawas. 2016. Service quality and brand loyalty: The mediation effect of brand passion, brand affection and self-brand connection. International Journal of Contemporary Hospitality Management 28 (12): 2771–2794.

    Article  Google Scholar 

  • Hill, S.E., D.J. DelPriore, and P.W. Vaughan. 2011. The cognitive consequences of envy: Attention, memory and self-regulatory depletion. Journal of Personality and Social Psychology 101 (4): 653–666.

    Article  Google Scholar 

  • Hoffner, C., and M. Buchanan. 2005. Young adults’ wishful identification with television characters: The role of perceived similarity and character attributes. Media Psychology 7 (4): 325–351.

    Article  Google Scholar 

  • Hofstede, G. 2011. Dimensionalizing cultures: The Hofstede model in context. Online readings in psychology and culture 2 (1): 1–26.

    Article  Google Scholar 

  • Hovland, C.I., and W. Weiss. 1951. The influence of source credibility on communication effectiveness. Public Opinion Quarterly 15 (4): 635–650.

    Article  Google Scholar 

  • Hu, L.T., and P.M., Bentler. 1998. Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification. Psychological Methods 3 (4): 424–453.

    Article  Google Scholar 

  • Ilicic, J., and S.M. Brennan. 2020. Looking at you: Celebrity direct eye gaze influences social media post effectiveness. European Journal of Marketing 54 (12): 3051–3076.

    Article  Google Scholar 

  • Ilicic, J., and C.M. Webster. 2016. Being true to oneself: Investigating celebrity brand authenticity. Psychology & Marketing 33 (6): 410–420.

    Article  Google Scholar 

  • Ilicic, J., S.M. Baxter, and A. Kulczynski. 2016. The impact of age on consumer attachment to celebrities and endorsed brand attachment. Journal of Brand Management 23 (3): 273–288.

    Article  Google Scholar 

  • Ilicic, J., S.M. Baxter, and A. Kulczynski. 2018. Spot the difference: Examining facial characteristics that enhance spokesperson effectiveness. European Journal of Marketing 523 (1/2): 348–366.

    Article  Google Scholar 

  • Islam, T., Z. Sheikh, Z. Hameed, I.U. Khan, and R.I. Azam. 2018. Social comparison, materialism, and compulsive buying based on stimulus-response-model: A comparative study among adolescents and young adults. Young Consumers 19 (1): 19–37.

    Article  Google Scholar 

  • Jin, S.V., and E. Ryu. 2020. “I’ll buy what she’s wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. Journal of Retailing and Consumer Services 55: 10–21.

    Article  Google Scholar 

  • Jin, S.V., A. Muqaddam, and E. Ryu. 2019. Instafamous and social media influencer marketing. Marketing Intelligence & Planning 37 (5): 567–579.

    Article  Google Scholar 

  • Joo, B.R., and H.Y. Kim. 2021. Repositioning luxury fashion brands as intentional agents: The roles of consumer envy and admiration. Journal of Fashion Marketing and Management: An International Journal 5 (4): 606–624.

    Article  Google Scholar 

  • Kapferer, J. N. 2015. Kapferer on luxury: How luxury brands can grow yet remain rare. Kogan Page Publishers.

  • Kim, H., R., Schlicht, M., Schardt, and A., Florack, 2021. The contributions of social comparison to social network site addiction. PLoS One 16 (10): 1–23.

    Article  Google Scholar 

  • Kim, H.M. 2022. Social comparison of fitness social media postings by fitness app users. Computers in Human Behavior. https://doi.org/10.1016/j.chb.2022.107204.

    Article  Google Scholar 

  • Kim, H., and N. Chung. 2022. An ambivalent role of travel envy on social media. Current Issues in Tourism. https://doi.org/10.1080/13683500.2022.2130741.

    Article  Google Scholar 

  • Kumar, A., and J. Paul. 2018. Mass prestige value and competition between American versus Asian laptop brands in an emerging market—Theory and evidence. International Business Review 27 (5): 969–981.

    Article  Google Scholar 

  • Kumar, A., J. Paul, and A.B. Unnithan. 2020. ‘Masstige’ marketing: A review, synthesis and research agenda. Journal of Business Research 113: 384–398.

    Article  Google Scholar 

  • Kumar, A., J. Paul, and S. Starčević. 2021. Do brands make consumers happy?-A masstige theory perspective. Journal of Retailing and Consumer Services 58: 10–23.

    Article  Google Scholar 

  • Lange, J., A.C. Weidman, and J. Crusius. 2018. The painful duality of envy: Evidence for an integrative theory and a meta-analysis on the relation of envy and schadenfreude. Journal of Personality and Social Psychology 114 (4): 572–598.

    Article  Google Scholar 

  • Lee, J.E., and B. Watkins. 2016. YouTube vloggers influence on consumer luxury brand perceptions and intentions. Journal of Business Research 69 (12): 5753–5760.

    Article  Google Scholar 

  • Lee, B., S. Ham, and D. Kim. 2015. The effects of likability of Korean celebrities, dramas, and music on preferences for Korean restaurants: A mediating effect of a country image of Korea. International Journal of Hospitality Management 46: 200–212.

    Article  Google Scholar 

  • Li, Y., C. Zhang, and M. Laroche. 2019. Is beauty a premium? A study of the physical attractiveness effect in service encounters. Journal of Retailing and Consumer Services 50: 215–225.

    Article  Google Scholar 

  • Li, S., M. Xiong, Y. Wang, and M. Zhang. 2022. How does product-celebrity congruence and content sponsorship affect perceived altruism among consumers? Evidence from factorial experiments. Resources, Conservation and Recycling 178: 1–16.

    Article  Google Scholar 

  • Lin, R. 2018. Silver lining of envy on social media? The relationships between post content, envy type, and purchase intentions. Internet Research 28 (4): 1142–1164.

    Article  Google Scholar 

  • Liu, H., L. Wu, and X. Li. 2019. Social media envy: How experience sharing on social networking sites drives millennials’ aspirational tourism consumption. Journal of Travel Research 58 (3): 355–369.

    Article  Google Scholar 

  • Loureiro, S.M.C., I. Costa, and P. Panchapakesan. 2017. A passion for fashion: The impact of social influence, vanity and exhibitionism on consumer behavior. International Journal of Retail & Distribution Management 45 (5): 468–484.

    Article  Google Scholar 

  • Loureiro, S.M.C., M. Maximiano, and P. Panchapakesan. 2018. Engaging fashion consumers in social media: The case of luxury brands. International Journal of Fashion Design, Technology and Education 11 (3): 310–321.

    Article  Google Scholar 

  • Loureiro, S.M.C., J., Guerreiro, S., Eloy, D., Langaro, and P., Panchapakesan. 2019. Understanding the use of Virtual Reality in Marketing: A text mining-based review. Journal of Business Research 100: 514–530.

    Article  Google Scholar 

  • Loureiro, S.M.C., M.A.P. De Plaza, and M. Taghian. 2020. The effect of benign and malicious envies on desire to buy luxury fashion items. Journal of Retailing and Consumer Services 52: 1–16.

    Article  Google Scholar 

  • Maestripieri, D., A. Henry, and N. Nickels. 2017. Explaining financial and prosocial biases in favor of attractive people: Interdisciplinary perspectives from economics, social psychology, and evolutionary psychology. Behavioral and Brain Sciences 40: 1–19.

    Article  Google Scholar 

  • Malik, G., and A. Guptha. 2014. Impact of celebrity endorsements and brand mascots on consumer buying behavior. Journal of Global Marketing 27 (2): 128–143.

    Article  Google Scholar 

  • Mariani, M.M., M.E. Styven, and R. Nataraajan. 2021. Social comparison orientation and frequency: A study on international travel bloggers. Journal of Business Research 123: 232–240.

    Article  Google Scholar 

  • McCracken, G. 1989. Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research 16 (3): 310–321

    Article  Google Scholar 

  • McCormick, K. 2018. Impact of athletic star power on product consumption. International Journal of Sports Marketing and Sponsorship 19 (3): 306–326.

    Article  Google Scholar 

  • Morrow, P.C. 1990. Physical attractiveness and selection decision making. Journal of Management 16 (1): 45–60.

    Article  Google Scholar 

  • Mukherjee, K. 2020. Social media marketing and customers’ passion for brands. Marketing Intelligence & Planning 38 (4): 509–522

    Article  Google Scholar 

  • Paul, J. 2015. Masstige marketing redefined and mapped: Introducing a pyramid model and MMS measure. Marketing Intelligence & Planning 33 (5): 1–18.

    Article  Google Scholar 

  • Paul, J. 2018. Toward a ‘masstige’ theory and strategy for marketing. European Journal of International Management 12 (5–6): 722–745.

    Google Scholar 

  • Paul, J. 2019. Masstige model and measure for brand management. European Management Journal 37 (3): 299–312.

    Article  Google Scholar 

  • Paul, J., and R. Bhukya. 2021. Forty-five years of international journal of consumer studies: A bibliometric review and directions for future research. International Journal of Consumer Studies 45 (5): 937–963.

    Article  Google Scholar 

  • Pillai, K.G., and S.R. Nair. 2021. The effect of social comparison orientation on luxury purchase intentions. Journal of Business Research 134: 89–100.

    Article  Google Scholar 

  • Pornpitakpan, C. 2004. The persuasiveness of source credibility: A critical review of 5 decades’ evidence. Journal of Applied Social Psychology 34 (2): 243–281.

    Article  Google Scholar 

  • Pornpitakpan, C., Q. Li, and S.F.I. Fu. 2017. A gender-focused review of the effect of message source attractiveness on persuasion: Implications for marketers and advertisers. Communications 42 (2): 195–237.

    Article  Google Scholar 

  • Pradhan, D., I. Duraipandian, and D. Sethi. 2016. Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention. Journal of Marketing Communications 22 (5): 456–473.

    Article  Google Scholar 

  • Ramachandran, V.S., and B. Jalal. 2017. The evolutionary psychology of envy and jealousy. Frontiers in Psychology 8 (1): 6–19.

    Google Scholar 

  • Rosendo-Rios, V., and P. Shukla. 2023. The effects of masstige on loss of scarcity and behavioral intentions for traditional luxury consumers. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2022.113490.

    Article  Google Scholar 

  • Roy, S., and A.S., Mishra. 2018. The dual entertainment theory in celebrity endorsements: The role of celebrity worship and profession. Journal of Advertising Research 58 (1): 33–50.

    Article  Google Scholar 

  • Schiffman, L.G., L.L. Kanuk, and S.R. Kumar. 2012. Consumer behavior, 10th ed. New Delhi: Pearson.

    Google Scholar 

  • Schimmelpfennig, C., and J.B. Hunt. 2020. Fifty years of celebrity endorser research: Support for a comprehensive celebrity endorsement strategy framework. Psychology & Marketing 37 (3): 488–505.

    Article  Google Scholar 

  • Sung, B., and I. Phau. 2019. When pride meets envy: Is social superiority portrayal in luxury advertising perceived as prestige or arrogance? Psychology & Marketing 36 (2): 113–119.

    Article  Google Scholar 

  • Swimberghe, K.R., M. Astakhova, and B.R. Wooldridge. 2014. A new dualistic approach to brand passion: Harmonious and obsessive. Journal of Business Research 67 (12): 2657–2665.

    Article  Google Scholar 

  • Taylor, D.G. 2020. Putting the “self” in selfies: How narcissism, envy and self-promotion motivate sharing of travel photos through social media. Journal of Travel & Tourism Marketing 37 (1): 64–77.

    Article  Google Scholar 

  • Thomas, V.L., K. Fowler, and C. Saenger. 2020. Celebrity influence on word of mouth: The interplay of power states and power expectations. Marketing Letters 31: 105–120.

    Article  Google Scholar 

  • Wan, L.C., and R.S. Wyer Jr. 2015. Consumer reactions to attractive service providers: Approach or avoid? Journal of Consumer Research 42 (4): 578–595.

    Google Scholar 

  • Wang, S.W., and A.C. Scheinbaum. 2018. Enhancing brand credibility via celebrity endorsement: Trustworthiness trumps attractiveness and expertise. Journal of Advertising Research 58 (1): 16–32.

    Article  Google Scholar 

  • Wang, S.W., G.H.Y. Kao, and W. Ngamsiriudom. 2017. Consumers’ attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management 60: 10–17.

    Article  Google Scholar 

  • Westfall, R.S., M.G. Millar, and A. Lovitt. 2019. The Influence of physical attractiveness on belief in a just world. Psychological Reports 122 (2): 536–549.

    Article  Google Scholar 

  • Wiedmann, K.P., N., Hennigs, and A., Siebels. 2009. Value‐based segmentation of luxury consumption behavior. Psychology & Marketing 26 (7): 625–651.

    Article  Google Scholar 

  • Yan, H., Lin, W., & Xiong, H. 2022. Being envied: The effects of perceived emotions on eWOM intention. Current Issues in Tourism, 1–19.

  • Zheng, Y., X. Yang, R. Zhou, G. Niu, Q. Liu, and Z. Zhou. 2020. Upward social comparison and state anxiety as mediators between passive social network site usage and online compulsive buying among women. Addictive Behaviors 111: 10–19.

    Article  Google Scholar 

  • Zhou, F., J. Mou, Q. Su, and Y.C.J. Wu. 2020. How does consumers’ Perception of Sports Stars’ Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity. Journal of Retailing and Consumer Services 54: 10–21.

    Article  Google Scholar 

Download references

Funding

This research received no specific grant from any funding agency.

Author information

Authors and Affiliations

  1. Department of Business Administration, Sukkur IBA University, Sukkur, Sindh, Pakistan

    Rukhsana Gul Gilal & Faheem Gul Gilal

  2. Department of Business Administration, Sindh University Campus Mirpurkhas, Mirpurkhas, Sindh, Pakistan

    Naeem Gul Gilal

Authors
  1. Rukhsana Gul Gilal
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Faheem Gul Gilal
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Naeem Gul Gilal
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Faheem Gul Gilal.

Ethics declarations

Conflict of interest

The authors declare that there is no conflict of interest.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Supplementary Information

Below is the link to the electronic supplementary material.

Supplementary file1 (DOCX 24 KB)

Rights and permissions

Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Gilal, R.G., Gilal, F.G. & Gilal, N.G. Beauty and the brands: the interplay of celebrity attractiveness, brand envy, and social comparison in shaping masstige brand passion in hospitality. J Brand Manag 31, 251–264 (2024). https://doi.org/10.1057/s41262-023-00338-5

Download citation

  • Revised:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1057/s41262-023-00338-5

Keywords

Search

Navigation