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Redefining the celebrity: ‘Self-made’ versus ‘Manufactured’ celebrity endorsers’ impact on consumers’ attitudes and purchase intentions

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In today’s advertising landscape the use of celebrity endorsers continues to be a popular type of advertising. Due to the media’s continual creation of reality television and the revolving door of reality stars, the celebrity culture has changed. The purpose of the study was to separate the type of ‘celebrity’ into two categories, ‘self-made’ and ‘manufactured’, and measure consumers’ attitudes and purchase intentions towards the brand the celebrity is endorsing. Two print advertisements were used that contained a ‘self-made’ and a ‘manufactured’ celebrity endorsement of apparel brands. Respondents viewed both advertisements in the same order and answered questions pertaining to their attitudes to and purchase intentions for the advertised brand. Findings indicated that both types of endorsers increased purchase intent and created favourable attitudes towards the advertised brand.
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Keywords: advertising; attitudes; celebrity; purchase intentions; source attractiveness; source credibility

Document Type: Research Article

Affiliations: Florida State University

Publication date: October 1, 2016

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  • Fashion, Style & Popular Culture is a peer-reviewed journal specifically dedicated to the area of fashion scholarship and its interfacings with popular culture. It was established to provide an interdisciplinary environment for fashion academics and practitioners to publish innovative scholarship in all aspects of fashion and popular culture relating to design, textiles, production, promotion, consumption and appearance-related products and services. Articles related to history, manufacturing, aesthetics, sourcing, marketing, branding, merchandising, retailing, technology, psychological/sociological aspects of dress, style, body image, and cultural identities, as well as purchasing, shopping, and the ways and means consumers construct identity as associated to Fashion, Style & Popular Culture are welcomed. The journal offers a broad range of written and visual scholarship and includes works done through various methods of research. We welcome conceptual, theoretical and translational applied research in the areas of fashion, style and popular culture. This journal hopes to stimulate new discussions in the fashion disciplines and to push the envelope of scholarship by welcoming new and established scholars to submit their works.
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