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What Makes a Human Brand Authentic? Identifying the Antecedents of Celebrity Authenticity
Author(s) -
Moulard Julie Guidry,
Garrity Carolyn Popp,
Rice Dan Hamilton
Publication year - 2015
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20771
Subject(s) - psychology , attribution , perception , social psychology , sample (material) , advertising , chemistry , chromatography , neuroscience , business
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.