Purpose

This paper aims to examine the importance of celebrity brands in influencing consumer perceptions of celebrity authenticity, which drives positive consumer attitudes and intentions. In addition, the notion of low-celebrity investment is investigated as a factor that diminishes the positive outcomes associated with celebrity brands.

Design/methodology/approach

Study 1 examines the effect of brand situation (endorsement versus celebrity brand) on consumer attitudes and intentions. Studies 2 and 3 investigate the role of celebrity authenticity in explaining the effects observed in Study 1. Study 4 examines celebrity investment as a bound of the phenomenon.

Findings

Study 1 demonstrates that consumers report heightened attitudes and intentions towards celebrity brands when compared to endorsements. Studies 2 and 3 provide evidence that authenticity explains the effects observed in Study 1. Results of Study 4 show that when consumers are aware of low-celebrity investment, the celebrity is viewed as inauthentic regardless of brand situation.

Research limitations/implications

This research is limited as it focuses only on known celebrity endorsers who were matched with products that had a high level of fit. In addition, purchase intentions were measured as opposed to the study of actual purchase behaviour.

Practical implications

This research has important implications for the development of endorsements and celebrity brands by demonstrating that consumers view celebrities as authentic when they are involved with brands for reasons other than monetary compensation.

Originality/value

This research shows that consumers have heightened attitudes and intentions towards celebrity brands compared to endorsements. This research identifies celebrity authenticity as the process underlying the observed phenomenon. However, celebrity investment is identified as a boundary condition demonstrating that knowledge of low investment results in a celebrity being viewed as inauthentic.

中文翻译：

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通过名人品牌提升真实性

目的

本文旨在研究名人品牌在影响消费者对名人真实性的看法中的重要性，这些看法推动了积极的消费者态度和意图。此外，人们还研究了低名人投资的概念，认为这是减少与名人品牌相关的积极成果的一个因素。

设计/方法/方法

研究1考察了品牌状况（代言与名人品牌）对消费者态度和意图的影响。研究2和3研究名人真实性在解释研究1中观察到的影响中的作用。研究4研究名人投资是这一现象的必然因素。

发现

研究1显示，与代言相比，消费者报告对名人品牌的态度和意图增强。研究2和3提供的证据表明，真实性可以解释研究1中观察到的影响。研究4的结果表明，当消费者意识到低名人投资时，无论品牌状况如何，名人都被视为不真实。

研究局限/意义

这项研究是有限的，因为它仅侧重于与知名度高的产品相匹配的知名名人代言人。此外，与对实际购买行为的研究相反，对购买意图进行了衡量。

实际影响

这项研究通过证明消费者将名人视为品牌，而不是出于金钱补偿的考虑，从而对代言和名人品牌的发展具有重要意义。

创意/价值

这项研究表明，与代言相比，消费者对名人品牌的态度和意图得到了增强。这项研究将名人的真实性确定为观察到的现象的基础。但是，名人投资被认为是一种边界条件，表明对低投资的了解导致名人被认为是不真实的。