Figure 1
The model connects Celebrity Product Fit to Store Attractiveness through H 1, with Lady Gaga and Cosmetics as the example. Celebrity Store Fit connects to Store Attractiveness through H 2, with Lady Gaga and Macys as the example. Celebrity Brand Store Assortment Fit connects to Store Attractiveness through H 3, with Lady Gaga Cosmetics and Other Brands at Macys as the example. Store Attractiveness connects to Store Equity through H 4, followed by Store Equity connecting to Store Loyalty through H 6. Celebrity Worshippers versus Non Worshippers connects to the three pathways leading to Store Attractiveness through H 6 a and H 6 b, H 7 a and H 7 b, and H 8 a and H 8 b. Controls for Age, Gender, and Attitude toward Store connect to Store Loyalty. Study 1 uses a Student Sample with n 154, and Study 2 uses an Adult Shopper Panel Sample with n 443.Conceptual framework and hypotheses
Source: Authors’ own work