Being true to self

developing a celebrity brand authenticity scale

Jasmina Ilicic, Cynthia M. Webster

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

This research adapts appropriate sections of the Authenticity Inventory from the psychology literature to develop a scale to measure consumer perceptions of celebrity brand authenticity. The results show one clear dimension of celebrity brand authenticity, which consists of consumer relationship with the celebrity. Although celebrity brand authenticity highlights relational components, this study identifies celebrity brand authenticity as a distinct and distinguishable construct from celebrity brand attachment. This study provides evidence that adapting parts of the Authenticity Inventory to the marketing context aids in developing a valid and reliable scale for celebrity brand authenticity. Marketing managers benefit from understanding consumers‟ perceptions of the authenticity of celebrity brands, especially when selecting them as endorsers in advertising campaigns.
Original languageEnglish
Title of host publicationICORIA 2013
Subtitle of host publicationconference proceedings : "to boldly go..." : extending the boundaries of advertising
Place of PublicationAmsterdam, The Netherlands
PublisherEuropean Advertising Academy
Pages509-523
Number of pages15
Publication statusPublished - 2013
EventInternational Conference on Research in Advertising (12th : 2013) - Zagreb, Croatia
Duration: 27 Jun 201329 Jun 2013

Conference

ConferenceInternational Conference on Research in Advertising (12th : 2013)
CityZagreb, Croatia
Period27/06/1329/06/13

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