Being true to self: developing a celebrity brand authenticity scale

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.