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

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

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.

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  • Osorio, María Lucila & Centeno-Velázquez, Edgar & López-Pérez, María Eugenia & del Castillo, Ernesto, 2021. "Authenticity, fit and product type: Testing a celebrity brand extension model cross-culturally," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    • Handle: RePEc:eee:joreco:v:63:y:2021:i:c:s0969698921003027
    DOI: 10.1016/j.jretconser.2021.102736
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    2. Song, Hanqun & Yang, Huijun & Ma, Emily, 2022. "Restaurants’ outdoor signs say more than you think: An enquiry from a linguistic landscape perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. González-Márquez, Rafael & Rosa-Díaz, Isabel María & Caro-González, Francisco Javier & Galán-González, José Luis, 2023. "Where to internationalise and why: Country selection by restaurant franchises," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    4. He, Yue & Mo, Zan & Wan, Xiuqi & Li, Mengyin & Fu, Huijian, 2023. "Who will embrace upward line extension? The role of power distance belief," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    5. Yoo, Jungmin, 2024. "Can consumer engagement on social media affect brand extension success? The case of luxury fashion brands and restaurants," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

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