Literature Review: Celebrity Attachment and Brand Attachment

Purpose: The study explored the role of celebrity attachment in shaping brand attachment by reviewing several publications that focused on how this attachment affects consumer attitudes and behaviors where the reviewed article covered various aspects of both types of attachments. Design/methodology/approach: This paper follows a descriptive research methodology using a systematic literature review. Findings: The conclusion is that celebrity attachment and brand attachment play an important role in influencing consumer attitudes and behaviors, organizational behavior, or other organizational variables such as brand loyalty and purchasing decisions with the complex interaction between celebrity endorsements, social media, and personal factors such as age and emotional needs. Research limitations/implications: Reviewed 32 relevant articles on celebrity engagement and brand engagement between 2011 and mid-2024 taken from selected databases namely Scopus, Proquest, Openalex, Pubmed, Semantic, and Google Scholar. Originality/value: Literature studies on celebrity attachment and brand attachment are still rare.