Full bibliographic details must be given when referring to, or quoting from full items including the author's name, the title of the work, publication details where relevant (place, publisher, date), pagination, and for theses or dissertations the awarding institution, the degree type awarded, and the date of the award.

Taking into consideration the increasing role of sustainability in the luxury industry, our study investigates the role of celebrity credibility, celebrity familiarity, luxury brand value, and brand sustainability awareness on attitude towards celebrity, brand, and purchase intention for sustainable consumption. For this, we explored relationships among these variables to test a conceptual model which is developed using existing knowledge available in academic research on this topic. Data for testing were collected from high-end retail stores in the UK about the world top luxury brands by brand value in 2019, also acknowledged for their major engagement in sustainability. Findings from a survey of 514 consumers suggest that celebrity credibility is a very strong key to increasing purchase intentions of sustainable luxury goods. The study has important implications for the expansion of current literature, theory development and business practices. Limitations of the study are also outlined, and directions for future research are considered too.

Purpose This paper aims to use signalling theory to examine the concept of advertising credibility and its effects on brand credibility, brand image, corporate credibility and corporate image. Design/methodology/approach A qualitative approach was used. Ten interviews and four focus groups were conducted among participants drawn from the London area. The data was analysed using thematic analysis. Findings The findings suggest that advertising credibility is defined using terms like accurate, caring, competent, complete, convincing, ethical, honest, impressive, promising, reliable and warranted. The findings also suggest that advertising credibility has a positive effect on brand credibility, brand image, corporate credibility and corporate image. However, these effects are lower when the brand and corporation have different names than when they have similar names. The dissimilarity of names can also provide some benefit, especially when brands or firms are faced with a crisis. The findings also illustrate that the theoretical model used in this study is valid, and suggest that advertising credibility has positive effects on other constructs. Originality/value Advertising credibility has received little attention in the literature. There is also little attention on its effects on other credibility constructs. This study minimises these gaps by conducting qualitative research to explore the effects of advertising credibility on brand credibility, corporate credibility and corporate image.

Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023 and Yousef, Waleed (2020) Understanding celebrity trust and its effects on other credibility and image constructs: a qualitative approach. Corporate Reputation Review .

No abstract