Being True to Oneself: Investigating Celebrity Brand Authenticity
| Autor: | Jasmina Ilicic, Cynthia M. Webster |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Marketing
Predictive validity business.industry Brand awareness media_common.quotation_subject 05 social sciences Discriminant validity Advertising Brand management Scale (social sciences) Perception 0502 economics and business 050211 marketing Meaning (existential) Construct (philosophy) business Psychology Social psychology 050203 business & management Applied Psychology media_common |
| Zdroj: | Psychology & Marketing. 33:410-420 |
| ISSN: | 0742-6046 |
| Popis: | 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. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|
| Nepřihlášeným uživatelům se plný text nezobrazuje | K zobrazení výsledku je třeba se přihlásit. |