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 language | English |
---|---|
Title of host publication | ICORIA 2013 |
Subtitle of host publication | conference proceedings : "to boldly go..." : extending the boundaries of advertising |
Place of Publication | Amsterdam, The Netherlands |
Publisher | European Advertising Academy |
Pages | 509-523 |
Number of pages | 15 |
Publication status | Published - 2013 |
Event | International Conference on Research in Advertising (12th : 2013) - Zagreb, Croatia Duration: 27 Jun 2013 → 29 Jun 2013 |
Conference
Conference | International Conference on Research in Advertising (12th : 2013) |
---|---|
City | Zagreb, Croatia |
Period | 27/06/13 → 29/06/13 |