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

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.