An Effect of Celebrity Endorsement and Lifestyle Congruence on Aspirational Luxury Brand Desire: A Study of Consumers in Junagadh City

Abstract

Consumer purchasing behaviour in the luxury segment is substantially influenced by celebrity figures. This influence is amplified when a celebrity endorser genuinely reflects, through their public persona, a lifestyle that resonates with what the luxury brand stands for — strengthening the aspirational pull the brand holds over potential buyers. This study investigates the combined role of celebrity endorsement and lifestyle congruence in driving luxury brand desire among urban consumers in Junagadh city, Gujarat. Data were collected from 150 respondents using a structured questionnaire and analysed through established statistical techniques. The results confirm that perceived alignment between a celebrity’s lifestyle and the luxury brand identity is a strong predictor of brand desire (β = 0.621, p < 0.001). Consumer self-image congruity and materialistic values were also found to contribute meaningfully to this relationship. The study concludes with strategic recommendations for luxury brands aiming to build desire among aspirational buyers in semi-urban India.