In search of fit or authenticity? A product-type consumer decision in celebrity brand extensions

Abstract

Purpose Celebrity-branded products constitute a brand extension growing phenomenon. Authenticity may explain why some of these offerings are successful despite low perceived fit, a traditional measure for brand extension acceptance. The purpose of this paper is to propose and test a framework based on the meaning transfer model that depicts the effects of brand extension authenticity, brand extension fit and idol attachment on the valuation of such offerings. An exploration of both functional and hedonic extensions is provided to control for product-type variables. Design/methodology/approach Scenario-based survey data from a general population (n = 646) was collected and analyzed with ordinary least squares regressions. Findings Brand extension authenticity is a significant antecedent of brand extension success in both product types, and brand extension fit is the most relevant antecedent only in functional extensions. Idol attachment exerts less influence than fit and authenticity in the functional extension. However, its relevance considerably improves in the hedonic extension. Originality/value A better understanding of consumers’ responses to celebrity brand extensions is essential to the branding literature. To the best of the authors’ knowledge, this study is the first to consider brand extension authenticity as a predictor of celebrity brand extension success and advances our knowledge of consumer behavior in relation to celebrities as brands and their products as brand extensions. The conceptual and empirical relevance of brand extension authenticity is demonstrated, highlighting its predictive power when compared with brand extension fit and idol attachment in a celebrity brand extension model, and a boundary condition related to product typology is uncovered.

Celebrity Endorsements And Its Brand Love On Purchase Intention At E-Marketplace

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Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities

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Consumer attitudes and purchase intentions towards internet celebrity self-brands: an integrated view of congruence, brand authenticity and internet celebrity involvement

“…Her success story has been widely reported in the press in Taiwan. However, compared with celebrity endorsement, creating a celebrity-branded product is riskier (Osorio et al , 2022). Not every internet celebrity self-brand is successful.…”

“…The concept of celebrity-branded products was proposed in Keel and Nataraajan’s (2012) qualitative study but has received little attention. Until very recently, only a few studies have examined celebrity extension brands and found that authenticity (Osorio et al , 2022) and extension fit (Osorio et al , 2021; Osorio et al , 2022) are key drivers of extension evaluations. However, past studies have not examined internet celebrity self-brands, whose scope is wider than that of celebrity brand extensions.…”