THE ROLE OF PERCEIVED CELEBRITY FAME ORIGININ SHAPING PURCHASE INTENTIONS AMONG YOUNG CONSUMERS

Abstract

Purpose: The study investigates how the perceived origin of a celebrity’s fame–classified as ascribed, achieved, or attributed/celetoid (celetoid fame refers to celebrities known primarily for short-term media exposure, scandals, and public appearances)–influences consumer purchasing behaviour, particularly among younger audiences. While celebrity endorsements remain a prevalent marketing strategy, limited research has examined how media representation and the perceived legitimacy of such fame affect consumer purchase intentions.
Methodology: The research is grounded in Rojek’s (2001) classification of celebrity fame and employs a survey conducted on a convenience sample of 902 respondents in Croatia. ANOVA and regression analyses were used to examine whether fame origin and demographic variables predict consumers’ likelihood of purchasing endorsed products.
Results: Findings indicate that age (F = 20.633, p < .001) and achieved fame (F = 15.613, p < .001) are statistically significant predictors of purchase intention. Consumers aged 18–25 were more influenced by celebrity endorsements, and those who perceived celebrities as having achieved fame through talent and accomplishment were more likely to respond positively to endorsements. In contrast, ascribed and attributed/celetoid fame had no significant impact on purchasing behaviour, suggesting that the credibility and authenticity conveyed through media narratives play a key role in shaping endorsement effectiveness.
Conclusion: The results highlight that merit-based fame enhances the effectiveness of celebrity endorsements, particularly among younger audiences. These insights suggest that brands should strategically align with celebrities perceived as accomplished, not only from a marketing standpoint but also considering how these figures are communicated and perceived in the public sphere.