Extended TEARS model: the influence of Malaysian celebrity entrepreneurs’ characteristics on brand image towards Generation Z’s purchase intention in fashion brands context

Today, celebrities are increasingly seen as role models, with numerous people changing their lifestyles based on celebrities’ accomplishments in various fields, especially as actors, models, and television presenters. In the growing world of social media marketing, numerous Malaysian influencers and content creators have emerged and created their businesses by launching their brands. This has led Malaysian celebrities to become entrepreneurs by producing, promoting, and selling their brands on top of their real careers, known as celebrity entrepreneurs. They have founded many product categories, and as there are many product categories, this study focuses on fashion brands. Celebrities are evaluated based on perceived personal characteristics such as trustworthiness, expertise, attractiveness, respect, and similarity. The likelihood of purchase intention will increase if celebrity entrepreneurs manage to increase people’s perception of the brand’s image. Purchase intention is linked to brand image, which comes from consumers’ evaluation of the brand. As a result, purchase intention will be higher with a high-level brand image since consumers like and purchase brands that are more familiar to them. Brand image is an asset a firm needs to have to compete in any given industry, especially in the present day where a new target market is coming from the younger generation that is Generation Z. Therefore, this research seeks to determine by using and extending the TEARS model which is how the characteristics of celebrity entrepreneurs such as trustworthiness, expertise, attractiveness, respect, and similarity toward brand image collectively impact the purchase intentions of Generation Z in the context of fashion brands. A purposive sampling technique was employed, and respondents (N = 267) were among Generation Z with purchasing power and disposable income. Data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) technique. The questionnaire was designed and distributed through an online and offline platform (Google Forms). Out of six hypotheses, four were supported, and two were not. The findings of this study highlighted that the relationship between trustworthiness, respect, similarity, and brand image is supported. Meanwhile, the relationship between expertise, attractiveness, and brand image is not supported. Simultaneously, the relationship between brand image and purchase intention is supported.