Authenticity, fit and product type: Testing a celebrity brand extension model cross-culturally

Osorio, María Lucila, Centeno-Velázquez, Edgar, López-Pérez, María Eugenia and Ernesto del Castillo

Journal of Retailing and Consumer Services, 2021, vol. 63, issue C

Abstract: This study investigates the applicability of a celebrity brand extension model cross-culturally in Mexico and Spain. The model grounded in brand extension and celebrity endorsement theories is empirically verified in functional and hedonic products with data collected from a survey and SEM analysis. This study demonstrates how the cultural dimensions of power distance belief and individualism account for differences in the acceptance of celebrity brand extensions across cultures. Brand extension authenticity is identified as a universal and reliable antecedent of brand extension acceptance. Moreover, asymmetries by product type were identified in Spain but not in Mexico.

Keywords: Brand extension authenticity; Celebrity brand extension; Cross-cultural; Human brand (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698921003027
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:63:y:2021:i:c:s0969698921003027

DOI: 10.1016/j.jretconser.2021.102736

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().