Article2015

What Makes a Human Brand Authentic? Identifying the Antecedents of Celebrity Authenticity

Julie Guidry Moulard · Carolyn Popp Garrity · Dan Hamilton Rice

370 citations0/0 files storedPsychology and Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

ABSTRACT While authenticity has received considerable attention in the marketing literature, the factors that influence the perceived authenticity of a celebrity's “human brand” have remained unexplored. This research fills this void by identifying the antecedents of celebrity authenticity, defined as the perception that a celebrity behaves according to his or her true self . Based on a qualitative analysis of an open‐ended survey completed by 218 adults and on previous authenticity literature and attribution theory, the authors propose two antecedents of celebrity authenticity—rarity and stability—that are each composed of three sub‐dimensions. Analyses of cross‐sectional survey data from a sample of 428 adults provide support for the hypotheses that stability and rarity positively influence celebrity authenticity. Additionally, based on aging stability theory, the authors predict and demonstrate that the effects of rarity and stability on celebrity authenticity are moderated by age.

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References

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