Being True to Oneself: Investigating Celebrity Brand Authenticity

Jasmina Ilicic*, Cynthia M. Webster

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

24 Citations (Scopus)

Abstract

Celebrity brand authenticity is introduced as a construct that represents consumer perceptions of celebrities being "true to oneself" in their behaviors and interactions with consumers. A scale is developed through two purification stages and the scale's predictive validity is assessed. First, the meaning of celebrity brand authenticity to consumers is explored. Second, the Authenticity Inventory from the psychology literature is adapted to develop a scale for consumer perceptions of celebrity brand authenticity. Celebrity brands are perceived as true to self when they appear genuine in their relationships with consumers and behave in accordance with their perceived held values. Evidence of the convergent and discriminant validity of the celebrity brand authenticity scale is provided, which confirms celebrity brand authenticity as distinct from celebrity attachment, despite containing relational items. Finally, the predictive power of celebrity brand authenticity is confirmed through positively influencing consumer intentions to purchase an endorsed brand. Brand managers can use celebrity brand authenticity to position or develop celebrity brands, as well as in the selection of celebrity endorsers.

Original languageEnglish
Pages (from-to)410-420
Number of pages11
JournalPsychology and Marketing
Volume33
Issue number6
DOIs
Publication statusPublished - 1 Jun 2016

Fingerprint Dive into the research topics of 'Being True to Oneself: Investigating Celebrity Brand Authenticity'. Together they form a unique fingerprint.

Cite this