The study was conducted to identify the role of consumer personality in influencing fashion consumption; the study tries to establish a relationship between personality, fashion involvement, innovativeness, and purchase intention. Data were collected from 512 generation Z participants (born after 1997) and analysed using Structural Equation Modelling to demonstrate multivariate relationships using descriptive and causal research. The study concludes that a consumer’s personality positively correlates with fashion involvement. The present study strengthens the finding that apparel expresses an individual’s personality by stating that consumers’ personalities are positively associated with fashion innovativeness. Once personality leads to a positive association with fashion involvement and innovation, the latter two traits show a positive association with purchase intention. Among the innovativeness and involvement, the latter has a more influential role in shaping the customer’s purchase intention. The examination of the effect of consumer personality on fashion consumption-related variables, involvement, and innovativeness has contributed to a better understanding of the mechanism that underlies the operation of an individual purchasing a product.

In many countries, celebrity endorsement is considered as the most premium form of advertisement where a renowned celebrity such as a popular actor/actress, singer, sports personality, etc. is made the brand ambassador. However, the consumer attitude towards celebrity endorsement is dependent on various cultural aspects. This chapter focuses on the different aspects of celebrity branding through the lenses of the culture and demography of two continents: Asia and Africa. The main focus of the chapter is on India from Asia and South Africa and Nigeria from Africa. In Asian countries like India, companies have been using famous celebrities like movie stars, singers, cricketers, etc. to endorse their brands as are much influenced by the long-term orientation. In African countries the most successful companies believe in establishing an affinity with the consumers by being “the brand of the people” and prefer local celebrities. Thus, the chapter sheds light on the role of culture on the effects of celebrity branding from Indo-African perspective.